To be different is to renounce, it is to bet on an essence, it is to embark on a unique path. This is how Naw was born with the ambition of being a brand of sports footwear for boys and girls that promotes natural footsteps. A project to turn Naw into a brand of reference for its freshness, its technological approach and its commitment to footwear that allows the natural growth in the footprint of our sons and daughters. From the initial work of finding the most suitable brand territory to the entire deployment of its launch communication, including the construction of a whole graphic, visual and narrative world that transmits its essence and connects with its public.
From the strategic definition to the creation of the identity.
Creating a brand from scratch is a challenge that we at Naw have experienced together with the entrepreneur of the project, Silvia Echeverría. We have marked out a strategic territory, "Active Wellness", which represents the active and natural viewpoint from which Naw sees the world. The verbal and visual identity that we have created springs from this, both of which show a clear value proposition: to be a healthy alternative to conventional sports footwear, where the footprint is energetic and natural. All this takes shape in a conscious production, with the environment and with the body.
At the same time, we decided, together with the brand, to focus on innovation as a channel to create technical sports footwear, based on human physiology as technological inspiration. For all these reasons, we chose to promote the natural to create a positive impact on society, while boosting Naw's business.
A visual identity that shows the importance of the running impact of our shoes, symbolising how it reinforces our freedom of movement. The adaptability of our shoes and the natural gait are represented in an isotype that points towards the ground, as the distance between the Naw and the ground is just enough to protect and allow the free development of the body.
A characteristic colour palette
Our authenticity makes us healthy, practising sport, treading naturally on our courts. It is these courts that live our steps, our tread, that witness the movement of our feet. That's why its colours inspire us to create a vibrant palette that blends with our shoes. Naw is energy, vitality and above all activity. Our colour palette and our communication style must be able to project this world in all our performances.
From the graphic identity to the product.
All of Naw's strategic lines take shape in our sports shoe. A product that perfectly conveys the brand's values, with a sensitivity for design and vibrant colours, together with an innovative manufacture that highlights each of its technical aspects. A collaborative work with Silvia who, as the driving force behind the project, has given us the opportunity to contribute our graphic vision to something as personal as her product design.
Naw is an energetic and authentic brand, and all this was also reflected in its launch. We worked on the birth of the brand, on its development, and we have also accompanied it in its arrival on the market. In this project we have merged our strategic analysis with photographic and audiovisual artists such as Penélope Cerezo and Ananda Berasarte. Thus, we hit the streets with our feet firmly on the ground.
Naw's verbal and visual identity can be perceived in its online shop, directing the brand towards a responsible consumer who values technology and who wants to bet on natural sports footwear. To do this, in this project we have given great importance to the user experience, offering them the brand's DNA and its particularities at a glance, all to guide them to the purchase.
The technology is implicit in every part of the shoe, but there is no point in developing innovative systems to improve a person's footprint if they are not counted. Therefore, another of the challenges we faced in this project was to give a name and image to Naw's own technologies; resulting in three easily recognisable and memorable technologies from the user's first contact with the product (Bubble Ground, Sflex and Nawtural Shape); together with a fourth technology that emphasises the absence of drop, which is so important in this type of footwear (Zero Drop).
The essence of Naw is also reflected in its social networks, taking the brand to a fully digital framework and creating a showcase to the world that serves as a direct channel to e-commerce. This project is an example of how we created a journey with the brand, from its first steps to its great journey. Naw or never!
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