Problem: Birkenstock is an old brand with loyal customers, but lacks a brand identity and connection with a wider audience. 

Insight: How can we get more people to wear Birkenstocks than just stay-at-home moms and Grateful Dead fans (or the stay-at-home moms who are also Grateful Dead fans)?

Because Birkenstocks are a high quality shoe that would be well-suited for many pursuits and activities that require comfortable footwear, we need to rebrand Birkenstock as a practical, sturdy and empowering icon of comfort.

What is Birkenstock? Comfortable, personal, trustworthy, classic, multi-use, multi-terrain, durable, long-lasting, leisurely, unique, practical, bohemian, breathable, moldable.

Designer: Chloe Brobst