Keds debuts brand refresh
Footwear brand Keds debuted on Tuesday a brand refresh, revealing an updated logo and brand platform.
Keds, which was acquired by Designer Brands Inc. from Wolverine Worldwide earlier this year, has been known to offer classic, comfortable, and fashion-forward accessible footwear.
Its updated logo, captured in a new blue hue, and revised brand platform, aims to highlight self-expression and the joy of dressing, with a modern brand messaging that expresses the Keds core values of optimism, inclusion, authenticity, and play, according to a press release.
"The brand refresh is rooted in Keds' rich history. Since its beginning over a century ago, Keds has championed the freedom of individual expression; creating accessible, comfortable, fashionable footwear that offers a blank canvas (both figuratively and literally) for wearers to experiment with style and self-expression,” said Kathleen Sullivan, senior director of marketing at Keds.
"Our new platform carries on our legacy of being advocates for self-expression with a promise to help you unlock your unique style, but what's particularly special about it is the focus on optimism, play, and inclusivity. The idea of self-expression through style isn't new to the footwear world, but with Keds it's all about the joy—the joy of stepping into something that feels just right. "
The new brand vision launches with a new collection inspired by the iconic Keds Champion, and introduces three new upgraded sneaker styles. Pricing for these styles range from $50 to $80.
They include; The Court, a sporty spin with classic court sneaker vibes; The Platform, an elevated update with dress-up appeal and cushiony comfort; and The Mini, a streamlined, ultra-feminine twist with flirty ballet flat looks.
The collection is accompanied by a campaign shot by photographer Jacob Consenstein and production company Family Projects using bold, playful styling, clean, classic backdrops, and retro props.
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