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
New brand identity
New shoe collection
1920s Shnaghai - Art Deco
Speed and Motion
Elevation
Final Logo
New brand identity
New shoe collection
New collection
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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