A ballerina turned podiatrist had a vision to reinvigorate the orthotics category. Her vision was to create a product so that everyone could feel happier on their feet. She created orthotics to fit into every type of shoe – from Manolos to Nikes, to school shoes and everything in between. Our challenge was to develop a brand to break convention, steer away from the overused medical cues and inject some fun into the typically dry orthotics category.
From the get-go we identified that something important was missing from the category… life. Spriing was developed as the brand name, alongside the ‘Find your feet’ positioning to introduce the brand to the world. A cheeky, free-flowing, bold and vibrant visual language was developed, revealing a refreshingly different kind of orthotics brand. One that’s on the go and ready when you are to jump into your favourite shoe.