A brand refresh to win in the performance footwear category
*some images courtesy of Kintec.
“Ouch – my feet hurt”
When we met them, Kintec’s claim to fame had evolved around foot problems, pain relief, orthotics and a medical approach to providing footwear. This position was a great asset for attracting the medical segment, however, a bit of a turn-off when it came to the average retail customer who didn’t use pain threshold as the primary consideration for choosing footwear.
Reintroducing Kintec as a relatable footwear brand
We set out to destroy the existing associations that people had between Kintec and the medical space by ridding brand touchpoints of any references, jargon or terminology that related to the medical sphere.
We knew we needed to create an internal mantra to serve as the backbone for the rebrand that everyday people could relate to…
We created the following for Kintec
Internal and external qualitative research | Brand positioning | Brand identity design | Signage
How can we help you ?
Brand standards guide | Vehicle graphics | Advertising | Marketing collateral design
Initial website design | Ongoing design & brand strategy work
Fit For Life
We dropped “Footlabs” in the retail branch name and created a new internal mantra:
“Fit For Life”, which was reinforced with a new running ‘running K’ logo mark and a simple and impactful graphics system that would be consistently emblazoned over everything, from staff clothing to new store signage to vehicle graphics and a mobile foot lab. We coined Kintec’s unrivaled sales staff “fitting experts”, who now use a “5-Step Process” (pun intended) to ensure that every customer walks away with a “Kintec-approved shoe”.