Totes Cirrus - Brand Development
As part of a brand extension beyond umbrellas, Totes was ready to launch an innovation in the rain boot category. Made from revolutionary light weight technology, these boots are designed for all year round use. We developed the brand identity, packaging and activation concepts with idea of representing weightlessness in different ways. The logotype forms a cloud holding shape creating a visual link to cirrus cloud formations. The cloud becomes a device that is carried through all applications, including the tagline. Interaction with the product was part of the brief and informs the in-store concepts and boot packaging.
Role: Creative Director / Lead Designer