- Shoexpress, a footwear retail chain, wants to rebrand its entire product range including ladies, gents, kids footwear and accessories with separate brand identities. - The agency provided recommendations including new brand names, logos, and positioning thoughts for the ladies/gents segment and kids segment. - For ladies/gents, brand name options included "Xpress", "Mesmerize", "FNE", and positioning lines like "Express yourself, Express and mesmerize, The finest way to express, Express and shine". For kids, brand name options included "sweet expressions" and logos of colorful drops.

1. Rebranding
product range.

2. The Task
● Shoexpress is one of the leading footwear retail chains and a division of
Landmark Group, with a multi-city presence and own branded product range.
● Products of Shoexpress have been branded under the name of ‘Shoexpress’.
● The market targeted by the company is middle, lower-middle range.
● The company is intending to rebrand its entire product range including Ladies,
Gents, Kids footwear and accessories with separate brand identity/ies
● The agency is asked to come up with rebranding ideas including new brand names,
identity look and feel and positioning thoughts.
● Once the brand name and looks have been finalized, Shoexpress will get into next
stage, which includes extensive marketing communication with well established
strategies and supporting communication materials.

3. Understanding the brand
express yourself for less
The region’s fastest growing footwear retailer with 116 stores consisting of 447ksq.ft retail
space. Started in 2009, Shoexpress offers customers a real value experience, through an
extensive assortment of fashionable footwear and accessories at unbelievable prices.
The brand’s store design and concept is fresh, attractive and efficient in its approach
allowing customers to easily find what they're looking for. Shoexpress also provides an
extensive collection of fun- filled, fashionable and eye-catching accessories, including
jewellery, handbags and wallets along with socks and belts.

4. The approach
After a short research and a dipstick survey, and a
number of brainstorming sessions, we would like to
present the following recommendations.
● Have a fresh brand name, logo and new look and feel for ladies & gents
footwear and accessory segment.
● Segregate kids section with a different brand name and logo as the everyday fashion
trends and styles will not reflect in this segment the same way it does on ladies & gents
footwear and accessories.
● Keep the product positioning thought as the same (Express yourself for less), as the
retail outlet exclusively handles its own products only, but use positioning lines slightly
different or tweaked manner to match with the name.
● Design a new powerful campaign enriched with new photo shoot, extensive online and
social media campaigns, in-showroom displays, outdoor campaigns, mall activities and
exclusive print magazines and generate maximum number of loyal customers and
advocates.

5. New brand name options

6. Brand name suggestions for the
Ladies & Gents footwear and
Accessories segments

7. A brand name that does not go too much away from the parent retail branding and a name that intended to capitalize the
existing brand awareness. The letter X stands as an abbreviation for Express in Shoexpress. The same can be put into
various usages as a brand monogram.
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8. Package Design

9. Monogram to be used on accessories

10. How does it look?

11. A name that is simple yet trendy and powerful, which could easily connect with a customer emotionally. The repeated ‘M’s in
the middle of the logo will provide great visual recall. The design is in thin uppercase fonts ensuring elegance and style.
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12. Package Design

13. Monogram to be used on accessories

14. How does it look?

15. We derived this name from the word Mesmerize, which means to attract someone’s attention in a mysterious and
charming way. A monogram also has been designed which combines two M’s in the name.
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16. Package Design

17. Monogram to be used on accessories

18. How does it look?

19. Three letters that stands for the word Fine. A tricky way of identity creation which always arouses curiosity, and encapsulates
a lot of story value. We read, call and perceive it as Fine, and will never express any issues in someone calling it just FNE.
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20. Package Design

21. Monogram to be used on accessories

22. How does it look?

23. Brand name suggestions
for Kids Footwear segment

24. Simple, easy to read, spell and perceive. Design is with colourful drops falling all along behind the logo.
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25. Package Design

26. How does it look?

27. A little fun oriented approach considering the fact that everything around are objects of play to kids.
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28. Package Design

29. How does it look?

30. Individual Positioning Lines
Shoexpress offers a true value experience for the entire family through an extensive
range of footwear and accessories at unbelievable price. The brand functions on the moto,
value fasion as it is always keen to provide the trendiest footwear at the lowest of prices.
We have carved the product positioning lines to match with the corporate positioning
thought- ‘Express yourself for less’. We segregated the emotional element in the thought,
which is ‘express yourself’, and have come up with different expressions for that same.

31. Express yourself
Express and mesmerize
The finest way to express
Express and shine

32. sweet expressions

33. Couple of Showroom
Display Options

36. Outdoor

39. PO Box: 6712, Dubai.
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