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KEYWORDS
design, product development, new product line, kids' sneakers, sneaker design
THE CLIENT
Froddo, Croatia
Y 2014
Froddo Personalized Sneakers
DESIGN / PRODUCT DEVELOPMENT
2014 Croatian brand of children's footwear "Froddo" started the process of rebranding. The company is a leading Croatian footwear manufacturer with a rich history dating back to 1946, at the time they were repositioning on the domestic and international market.
As part of the new brand strategy, a new product has been defined: personalized sneakers.
As part of the new brand strategy, a new product has been defined: personalized sneakers.
CONTEXT
The client's goal was to win a new market within the “school kids” segment. The target market was children aged 4 to 10. Sneakers should be cool, high-quality, and very special, but with a lower price range than standard "Froddo" shoes. The new design had to communicate the main brand attributes: anatomic, natural, quality, individual, playful, and fun.
TASK: Personalized sneakers, hi-tops and low-tops sneakers, for boys and girls, with laces and straps.
TASK: Personalized sneakers, hi-tops and low-tops sneakers, for boys and girls, with laces and straps.
THE OBJECTIVE
The design guidelines were developed in collaboration with children through organized focus groups. Our main focus areas included color preferences, examining stereotypes related to gender, and understanding how kids envision their ideal sneakers. We listened to their feedback, leading to features like waterproof construction, which allows for worry-free jumping on water. Additionally, the sneakers are colorful, stylish, and, most importantly, easy to put on. They don’t have laces to tie, which gives kids the independence they need.
The design of the sneakers is gender-neutral in construction, and they can be personalized with a child’s name or drawing in a designated spot, which is a typical area for labeling. This personalization also addresses a common issue in kindergartens, as kids can now easily identify their own shoes.
The targeted goal of 10 years was an overshoot as the sneakers were also worn by individuals over 40, which made me as a designer, especially happy.
The design of the sneakers is gender-neutral in construction, and they can be personalized with a child’s name or drawing in a designated spot, which is a typical area for labeling. This personalization also addresses a common issue in kindergartens, as kids can now easily identify their own shoes.
The targeted goal of 10 years was an overshoot as the sneakers were also worn by individuals over 40, which made me as a designer, especially happy.
THE SOLUTION
Hi-top sneakers
with laces and STRAPS - for boys and girls
IN 6 KEY COLORS
diverse color combination per model
COLLECTION AW1516
the product range of 12 models
" I TOLD MY MUM TO BUY ME COLORFUL SNEAKERS BUT SHE DIDN`T. "
( Nika, 8 )
( Nika, 8 )
With eye-catching colors and patterns, the new Froddo sneakers are individual, playful, fun, and stylish.
" SHOE LACES ARE VERY DUMB BECAUSE WE HAVE TO ASK SOMEONE TO HELP US AND WE CAN`T DO IT ALONE. "
( Noa, 5 )
( Noa, 5 )
With elastic laces and a Velcro straps, the new Froddo sneakers are super easy and quick to put on.
The sneaker can be personalized with a kid's name or drawing on a predefined spot, which is usually a common position for labeling.
low-top sneaker
with laces and STRAPS - for boys and girls
COLLECTION SS2016
