Legendary guitarist, Rock and Roll Hall of Famer, fashion icon. Carlos Santana wears many hats, literary and figuratively. But when it came to branding his new line of face-melting shoes, he needed help.
SOLUTION:
First, we created a visual identity that captured the essence of the Santana signature look. We then crafted a brand strategy that would pull that styling through all of his online and offline touch-points. The goal was to create a unified brand experience.
Next, we created an e-commerce website that optimized the user experience while still being true to Carlos’ face-melting style. We then captured that same spirit in the design of his shoe packaging, creating a package that’s all business on the outside and all party-like-rock-star on the inside. Lastly, we used photo shoots, video shoots, and social media content to bring the brand’s motto to life: “Every step in your life can lead to inner freedom.”
