Shoemed has a background as a specialist in footwear for people at work. But they wanted to revitalise the brand, and reach out to other people who appriciate functional shoes. The knowledge and products that Shoemed has is also interesting for people who want functional shoes in their spare time, to use for outdoor and sports activities. The new logo needed to communicate this new position.

The new brand identity includes signage, instore material, bags, a redesigned webshop and new stationary. The interior of the 3 stores – Stockholm, Malmö and Oslo – is designed by industrial design agency Nopicnic.