bringing back some soul to these soles

brandmarK • strategic insights • packaging design


Dearfoams was founded in 1947 by Florence Melton as she designed the first foam-bed slipper. It had grown to be the #1 slipper brand in the country, but had only 10% unaided awareness among women and came across like a generic, corporate brand. In order to reach a more modern slipper wearer, the redesign uses Dearfoam's heritage, a sense of nostalgic Americana, and warm simplicity for a brand people can connect to and feel cozy with.


strategic design territories for research

Brandmark exploration

Branding refinement and Packaging exploration

final brandmark

final packaging

Brand Applications

Client: RG Barry, Dearfoams  |  Agency: Webb deVlam  |  Design Directors: Michael Allen, Jill Czubak