Fate Shoes

Brand Design / Brand Development / Brand Positioning / Brand Strategy / Brand Revamping

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The Company

A local shoe shop based out of a satellite city of Mumbai, headed by a dynamic entrepreneur who sees the potential to make it big.

The Challenge

When you are a business that is amongst many – honestly trying to create a place for yourself in the milieu of many others, you know that apart from a good product, relevant branding can be a good differentiator for your business.

Fate shoes have been a second generation business and wanted to scale up by expanding their footprint across different suburbs across Mumbai and then subsequently Maharashtra. While they were enthusiastic with their intended growth, they also realised that they were a shop, maybe a business, but definitely not a brand yet. Their customers across the last decade would swear on their product quality and customer service, but the would be customers had no idea what to expect while dealing with them. This became a huge hurdle in their reverent intent to scaling up.

Our Idea

After much thought and analysis, Phi suggested that here, their brand name must remain the same, while Phi created a new brand extension for them called – Fate Junior – a product range especially designed for the young.

Recreating an apt brand design was the next step. Taking a cue from symbolism, the best design was that of a four-leafed clover. Three-leafed clovers are routine, but a four-leafed one was rare and is a sign of good luck. Also, internally Fate Shoes had 4 principles of business – commitment, trust, transparency and quality – which aptly found representation in the 4 leaves. Phi also created their enigmatic tagline – Destined to Win.

On to the next step, Phi also designed their entire range of collaterals that reflected the company’s vision and now brand. Right from the Shop board, to the packaging, and the shoe boxes & shoe tags – Phi harmonised it all to create a fantastic brand experience.

The Result

​With a freshly minted brand design, it is time for Fate Shoes to step out in style and explore the new world… Fate is on their side – literally and figuratively!

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