We started from the basics. Our communication is simple; handcrafted baby shoes. We took the long and complicated way to arrive at the simple logo.

We immersed into the process of handcrafting a pair of Tip Toe shoes. From the embroidery, to the laces and soles, we studied the entire production. It is indeed a meticulous process, made with tenderness and care.

Knowing how parents want quality products for their babies, we arrived at the logo, a simple pair of hands forming the shape of a shoe - the essence of the brand itself.

We started communicating the message internally. We created a range of corporate collaterals for internal use. However, the real challenge lies in making parents aware of the brand.

That’s why we adapted the logo for all our external communications. Think paper bags, shoeboxes, booklets, in-store displays, product tags and more.

Awareness of the brand improved. Parents now know the brand as being authentically handcrafted. But more than that, our retail communications caught the eyeballs of passersby. This in turn leads to an increased goodwill for the brand.

At the time of writing, sales rose a modest 5% compared to the same period the year before. Employees were motivated because they could see the spirit of the brand displayed internally and externally.