Leaf footwear branding and identity
Leaf is a comfort first brand offering footwear combating a range of orthopaedic issues. The brand provides sustainable and aesthetic options for foot pain, flat feet, and other problems – from slippers, insoles, sandals to even closed toed shoes.
Initially, a fashion footwear brand that was a great solution for flat feet and other orthopaedic issues, Studio Ping Pong worked with Leaf to position them as a one stop shop for all orthopaedic ailments, citing them as the “Arch Enemy of Foot Pain”. After conducting a survey of 100+ people with foot ailments for the brand strategy, we realised many people faced difficulty even doing mundane things like walking and didn’t know enough about corrective footwear.
With subtle adjustments to the logo, we highlighted the ‘arch’ to cushion the custom typeface and used the counters in letterforms to tie it back to its brand name. The logo arch became an educational tool to indicate the right kind of arch for their feet and footwear. This also doubled up as the base for the product range of slippers, footwear and ultimately shoes.
Apart from the arch and functional contents, we expanded the brand assets to soft containers and shapes inspired by the product USP. If Leaf was a shape, it would be rounded, plump and cushioned, much like the slippers the brand offered.
While trust markers with medical verification situated the brand in the wellness category, beautiful and functional merch added the lifestyle and fashion voice to it.
The brand relies on two typefaces: Chubbo for titles and headings and Spline Sans for body copy. The logo had a custom leaf-shaped e. The two typefaces were chosen to communicate the same balance of functional but fun as the brand.
A natural deep green along with a light green formed the primary palette for the brand. For extensive use on digital platforms, the bright secondary palette was extracted from the colours of the products.
Overall, the brand communication was all about freedom and encouraging consumers to experience their feet for how they naturally are, tying back to the name of the brand.
