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
Branding refinement and Packaging exploration
Client: RG Barry, Dearfoams | Agency: Webb deVlam | Design Directors: Michael Allen, Jill Czubak