I was asked to help develop a vegan shoe brand but quickly discovered that the vegan shoe market was well underway so decided to take the business in a direction that would give it a chance to break through the noise. I came up with the idea of 'The UK's First Carbon Positive Shoe Brand'. This idea stemmed from the research into consumer behaviour that sustainability will be huge in 2020 and the fact that we all wanted to created a product that did not damage the planet but could help heal it.
A lot of companies were beginning to think about being carbon neutral, which simply means offsetting the damage of production but my proposition challenged the business to try to make the world's most ethical shoe. I helped the designer look for sustainable parts that could breakdown easily and how we could not just offset our carbon footprint but go way beyond the damage production would cause to the planet.
After a series of workshops, we developed the brand strategy document shown below that would shape the direction of the business from its infancy to the business plan, development and launch.