Designed by: Ionut Radulescu, USA.
Founded in 1863, in Marlboro, Massachusetts, The Frye Company has a long history of making durable leather goods, defined by quality & style, and with a strong presence in the American footwear landscape. As part of the in-house design team, I worked on the Frye 2016 re-branding, including identity, typography system, collateral, and packaging design. Inspired by the company’s heritage and craftsmanship, the identity reflects its commitment to quality and iconic design. Combining the artisanal touch of the craft paper with modern typography, the visual system showcases a contemporary character while elevating Frye to a timeless footwear brand. The identity was extended to the entire brand, including retail tags, shoe boxes, shopping bags and leather-care products.