Shoe Shame

Lose the dirt

Branding a product line for sneakers

Brunngård is a Nordic market leader in shoe care. In addition to the Nordic region, they sell their products on more than 30 markets and more than 7.000 points of sale. The company’s mission is to get people to take better care of their shoes – so they look great and last longer. We were asked to develop a brand new product line for sneakers – and jumped at the chance to create a name, identity and packaging that would make a splash in the category.

Nothing less than a bold, playful approach will do to inspire a global audience to look after their sneakers. Shoe Shame encourages you to obsess over your sneakers. In fact, the name is a nod to anyone who has ever felt out of place in a particular context. The O focuses on product effects – Box Fresh Technology – and is a recurring design element. Playful pictograms and tonality guide the user. And the clean white color plays a key role in the packaging, while yellow makes the product easy to find. After all, it should be simple and fun to lose the dirt.

Shoe Shame encourages you to obsess over your sneakers.



  • 1 Silver

The One Show

  • Finalist

Svenska Designpriset

  • Finalist