"One size fits all" is out, and it’s getting to be pretty obvious in the shoe care industry. The well-known manufacturer BAMA therefore needed a spruce up, in order to keep up with the times. As we took a closer look at the brand, together we discovered that there is in fact potential for more than just one brand. There were prospects for a whole shoe rack of brands.

The diversity of society is increasingly reflected through the diversity of products and brands. So we checked out the market and competitors. Tadaaa, the result was the birth of multiple brands, from segments such as premium, sneaker and the mainstream market. All in all, there is something for everyone. Starting with a new premium brand, we established positioning: to be so premium that the shoe care products don't end up in a box in the cupboard or attic, but would rather take their place as decoration in the hallway.

With a new brand identity, we developed new product designs. The soft, clean and high-quality look now makes shoe care a must-have again, both at home and elsewhere. To maintain comfort and retain value for your favourite shoes.