Playing to its strength in the casual men’s shoe market, Nunn Bush decided to introduce a line of casual hiking shoes called All-Terrain Comfort. BVK was asked to create a sales piece to support the launch. Going beyond the typical dreary sales piece, we explored a unique folding piece that opens like a map. Line drawings of the shoes were designed to resemble an elevation map with a red trail that marked the path to “true comfort.” The client was so thrilled with the concept, they asked us to redesign the packaging as well. But it didn’t stop there. The map theme eventually found its way to the shoes themselves, with elevation lines appearing on various details and the red trail embossed in the treads of the soles. As for sales of these casual hiking shoes? Climbing steadily.
