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.