Start-Rite by Studio Sutherl&

Studio Sutherl&’s playful identity for Start-Rite shows how a little wit can breathe new life into a long-established brand. This project is Best in Book – Brand identity in The Annual 2018

Start-Rite has an impressive heritage: it was founded in 1792 and has been making shoes for the royal family since the 1950s. The brand has long positioned itself as an expert in children’s footwear – it claims to have commissioned the first ever study into children’s feet in the 1940s – but sales had been in decline and the brand was struggling to connect with consumers.