OWNS, a London-based contemporary footwear label inspired to innovate by ideas which have found their most recent expression in present culture. With a target audience who believe in bending stereotypes about gender, sexuality and masculinity; OWNS footwear project creates new relationships and allows customers to participate in the process of shoemaking. Our revolutionary concept juxtaposes modern technology with traditional shoe manufacture.
Chirag was approached by the owners to work on an integrated branding solution which involved branding, brand portfolio, website & app, shoe customisation app, packaging and art direction.
Why do you deserve to win?
Owns as a project has been one of the best learning experiences for me not just as a designer but also as an entrepreneur. Being my first project where I have designed and produced an integrated solutions with print and digital mediums with a wide variety of collaterals.
The project was about understanding how a brand can live or expand from one platform to the other. I saw Owns as this uber gender bending , stereotype breaking individual who just wish to express his view through shoes and design. It taught me to think beyond just the paper and understand and explore the dynamic world of digital. Also, most importantly I feel that the design matches the aesthetic and brand values of the product offering.
Thus for me this project is a success, but the tangible success of the project can only be calculated once its launched.