Fysage wanted to launch a brand that would sell a revolutionary insole for risk-free barefoot walking, using patented technology to allow you to reconnect with nature.
First, we had to find a name that would be evocative for the brand and easy to remember. We needed art direction that would appeal to their targeted audience while remaining true to the brand’s product purpose.
More than a product, Fysage is selling a lifestyle. For that purpose, they needed a brand that would connect with their target audience. For the brand’s conception, we had to keep to its core values: connected to nature, easy to use, comfortable, and spiritual. We crafted an icon reminiscent of a rune. Popular within yoga and spiritual communities, this icon would be used on the packaging, the sole itself as a foot stamp, and every brand material. Supporting the icon comes the wordmark. We wanted it to be elegant, refined, and drawn with organic lines.
Fysage needed a warm and comfortable identity to express its brand. We chose colors that are in accordance with those found in nature, on the ground where you walk, and in the earth beneath your feet. The fonts are soft and organic and welcoming. They guide a user through their journey in rediscovering what they are born to do: walk barefoot in nature.
The Fysage website breaks from traditional structures. We needed something that would redefine the browsing experience, and complement the brand’s message. We created a reverse scroll experience, oriented from the earth as its foundation, scrolling towards the sky, and following a path organized around chapters explaining the brand’s purpose, presenting their revolutionary product, its benefits, and how it complements body and soul.
With Fysage’s brand born around the concept of nature, we needed to design packaging respectful of the environment. We used recycled paper for the product’s pamphlet and designed a custom paper-saving form factor for the box made out of recycled shipping boxes. The boxes featured minimal branding to put an emphasis on the product and the box’s content.