12/03/2026
FootTree | Rebranding a Heritage Comfort Brand
👞 Rebranding & visual identity design for a 50-year footwear brand.
Founded in 1974 in Singapore, FootTree has long been known for crafting comfortable footwear trusted by professionals who spend long hours on their feet. As the brand enters a new milestone, we revisited its visual language and proposed a renewed design direction, reinterpreting the brand identity while preserving the trust and heritage built over decades.
👣🌳 The redesigned logo merges the idea of a tree and a footprint into a single symbol, directly reflecting the brand name. In the original logo, footprints appeared like fruits growing on the tree. The new mark continues this metaphor while simplifying the form into a clearer and more distinctive symbol. Like a ripe fruit falling to the ground and growing into a new tree, the brand continues to evolve while remaining rooted in its origins.
🌿 Beyond the logo redesign, we developed a complete visual identity system and extended it across different brand touchpoints. With the launch of FootTree’s first official offline flagship store, the spatial concept draws inspiration from an open park environment, creating a relaxed and comfortable walking experience. A large tree placed at the center of the store acts as a visual anchor, echoing both the brand name and its story. The identity was further applied to opening posters, selected social media visuals, and retail graphics to create a cohesive brand experience.
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👞 一个 50 年舒适鞋品牌的全新阶段
创立于 1974 年的 FootTree，一直以舒适鞋履闻名，深植专业医护领域。随着品牌迈入新的里程碑，我们重新梳理了品牌的视觉语言，从品牌名称与多年累积的信任出发，为 FootTree 提出新的设计方向，在延续原有精神的同时重新诠释品牌形象，建立更清晰、现代的视觉表达。
👣🌳 新的 Logo 融合了树与脚的概念，也更直观地与品牌名称相呼应。在原有 Logo 中，脚印像树上的果实；新的设计延续了这个隐喻，并将复杂的图形简化为更具辨识度的符号。脚印仿佛成熟的果实落下，在土地中重新生长成新的树。品牌的根仍然存在，只是以新的形式继续成长与延伸。
🌿 在这次品牌升级中，我们建立了完整的品牌视觉系统，并将其延伸到品牌的不同触点。随着 FootTree 首家正式线下旗舰门店的诞生，空间设计以开放式公园为概念，希望营造一种轻松、舒服的散步体验。空间中央的大树成为视觉锚点，也呼应了品牌名称与品牌故事。品牌视觉也同步应用于开幕海报、部分社群内容以及门店相关设计，让品牌从视觉识别到实际场景形成一致而完整的体验。
品牌： .comfortshoes
项目：Rebranding & Visual Identity
地区：Singapore
年份：2025–2026
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