Information:

Sloppy Joes is an in-house subbrand for shoe distributor Renoir Shoes. This subbrand is very different to their main line of shoes, and has been created to appeal a different audience - namely, the 30-50yr old female market who are looking for a mockasin stye of sandal. Other styles of shoe are due to join the range as it expands and becomes more widespread.

The design had to therefore have appeal to both young'ish and mature audiences, so the colour choice played a large part of he design process.

The design was created to work in a variety of situations from the embossing label inside the shoes, to exhibition boards, promotional material, stationery sets and shoe boxes.