Elmwood
Holey Soles Logo
Josh Douglas
Concept: I have decided to take a humorous approach to my Cobbler Branding. After thinking about what kind of things cobblers work with, I realized there were some references to religion that I could experiment with. With this in mind I have created an identity which is funny but also references the traditional craft of the profession.
Type Choice - I have used 2 different type faces for the branding, Day Roman for all the copy and tag lines, which is a biblical font. I have also used Bernard MT Condensed for the main name etc as it is bold, eye catching and also quite traditional like the craft itself. Colour Choice - The colour scheme involves black, gold and white which is mainly used for classic bibles. I think this colour scheme makes the company look quite classy and traditional whilst also referencing
“we will heel for you�
religion. The gold should always contrast with black, not white.
I have tried to create a light hearted but smart looking brand identity, which I feel suits a cobblers well. I have taken my inspiration from the traditional tools cobblers use within their practice like the anvil and shoe stand.
Elmwood
Tone Of Voice
Josh Douglas
The tone of voice used is humorous, most branding you see for cobblers nowadays is really boring and plain. I have tried to create an identity which will provoke a reaction. Using religion as a reference might cause a bit of controversy but I think it will grab the attention for the right reason. Its funny but is also relevant to the profession.
This lighthearted approach has a comedy value which will attract a wide range of people and would hopefully be an interesting talking point for the customers. These specific tag lines run throughout The Holey Soles branding.
Elmwood
Branding Application
Josh Douglas
I have tried to think of various other ways I could apply the branding to products etc. I thought it would be pretty cool to have a shoe horn in the same shape as the logo which could be used in store. This is an essential cobblers tool. A clever way to advertise the shop would be to use custom Holey Soles on shoes, which have the imprint of the logo on the bottom. So when people ‘walk on water’ it would leave a trail of the logo, leaving the Holey mark.
“We christen our soles”
Elmwood
Branding Application
Josh Douglas
I have applied the branding across a range of items relevant to a cobblers, including polish, a receipt, business cards and a price book. I have used religious puns again throughout the products to give them that personal touch, leaving the Holey Soles mark.
Shoe Polish “Let your shoes shine” Shoe type : Colour : Job description :
The Holey Soles Est 2013
Date available : Staff :
‘we will save your shoes from sin’ 01132 876524
156 Cobble Street, Leeds, LS1 8DL
Signature :
Elmwood
Branding Application
Josh Douglas
Staff Uniform - This would consist of black work wear with an apron and a Holey Soles Rosary. This is just another playful joke which works well in context. Within the cobblers, there will be a 10 commandments of shoe care plaque which has all the necessary information needed, this would work as a hand out too for customers. I decided I would create the ‘Disciple Card’ for The Holey Soles which is just a spin on the loyalty card.
The Holey Soles Disciple
01132 876524
156 Cobble Street, Leeds, LS1 8DL
Elmwood
Shop Visual Identity
Josh Douglas
For maximum impact it would be great to have the cobblers in an old church with stain glass windows shining the logo onto the street. This would look really awesome and attract allot of attention.
Times Opening
m-6pm Sat : 8a Mon bbath r the Sa o f d e s Clo
I also slipped in another religious pun for the opening times as an extra added touch. I have tried to include funny references where I can to spark a reaction.