LIFE’S TOO SHORT FOR UNCOMFORTABLE SHOES
LIFE’S TOO SHORT FOR UNCOMFORTABLE SHOES
Beauty is pain? CAI begs to differ. As one of India’s premier vegan footwear brands, the brand’s rapid growth and immense customer loyalty comes from two things — one, their designs always being on trend, but second and most important, every CAI pair always being comfortable. In 2022 the online-only brand was ready to take its journey offline, a move which demanded a refreshed brand identity.
A shift in perception was required, the establishment of a unique character communicated through a custom logo that encompassed the essence of the brand: luxurious comfort. We used soft, open, inviting letterforms to create a brand identity that was luxe yet approachable. Each meticulously designed character in the name allows for individual use on bag accessories and shoe soles. The brand language we crafted best represents CAI’s multi-faceted, layered language of geometry and agility, extending further to the packaging and digital communication for a seamless experience.
