CLIENT
Taffystep Shoes
ROLE
Lead Designer
PROJECT DELIVERABLES
Custom Logo & Branding
Packaging Design
Naming
Shoe Sole Design
AGENCY
Pivot & Pilot Creative
Taffystep is a recently launched footwear company for women. My role was to create a name for the brand, design the brand and shoe packaging, and create a buzz around the launch of the new company. One of the concepts that seemed fitting to the brand was that of shoes being sweet like candy, but for the feet. With this concept, a pastel aesthetic was born full of colour and play, while showcasing the lives of real women in their Taffystep heels.
In addition to the brand, I was responsible for designing soles of the heels that felt classic—a neutral beige with Taffystep’s embossed wordmark while the shoeboxes were designed with Taffystep’s classic pink —a combination of cute and contemporary.
