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Project Overview

This is a one week project focusing on opening new market for existing sneaker brand Feiyue.

About Feiyue

Feiyue is a sneaker brand originated in 20th century China.

It is about an attitude and a vision of life.

Feiyue's  creative DNA lies in clean, simple, classic and timeless silhouettes.

Feiyue = Flying Forward / Dual elevation of body and mind

Mission

The main goal of this project is to expand the brand Feiyue from China to the global, enabling customers from the whole world to learn about Feiyue.

Feiyue's Timeline

1920s - Military in China

1970s - Elderly & Monks in China

2020s - Younger generation around the world

Now

Feiyue tries to keep its original brand identity, making few changes to brand's style in shoe collections.

Next Step

The next step for Feiyue to grow stronger is to keep brand identity and be brave enough to explore new things at the same time.

How to achieve the goal

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New brand identity

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New shoe collection

 

1920s Shnaghai - Art Deco

Speed and Motion

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Elevation

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Final Logo

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New brand identity

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New shoe collection

 

New collection

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Ortho

1. Insole with Feiyue logo
2. Aluminum-finish shoelace holes

3. Canvas with special prints designed for each city theme

4. Rubber cap

5. Sewed-on Feiyue logo graphics

6. Label with each city's icon and name

7. Aluminum-finish lace decoration with customized type

8. Rubber sole to provide extra protection

9. Brown layer originally presented in Feiyue's products

Shanghai 

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Hangzhou

Hangzhou

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Chongqing

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