Froddo Rebranding
Visual identity | Packaging Design | Collateral | Store Graphics
The Problem
Froddo had a strong heritage and a loyal customer base, but their visual identity no longer reflected the ambition of a modern European childrens footwear brand. The presentation felt fragmented and modest, lacking the emotional depth and consistency needed to stand out internationally. Their story of craftsmanship, natural materials and the individuality of every child was authentic and meaningful, yet the visuals did not communicate it in a contemporary, premium way.
The Solution
We redefined Froddos identity across logo, packaging, visual language and retail materials. The revised wordmark emphasises the two “d” letters, a subtle nod to the shape and rhythm of childrens feet, a quiet reminder of what the brand cares for most. Illustrations brought imagination and individuality, while clean typography and a unified layout system introduced clarity and confidence. The result was a complete visual reset that honoured the brands roots but presented them with focus and warmth. Every touchpoint, from shoeboxes to in-store materials, was designed to feel coherent, natural and emotionally engaging.
The Results
The rebrand strengthened how Froddo communicates its purpose, which is quality, care and childhood joy. It elevated the brand from a regional favourite to a credible, design-driven presence in international markets. The new identity helped retailers and parents understand Froddos story instantly, creating a sense of trust and warmth that previously was not as visible. While the outcomes are qualitative, Froddos repositioning is widely seen as a turning point that aligned the visual expression with the level of craftsmanship the brand has always delivered.
Logo and symbol application on shoes
Wonderful illustrations by Booboo Tannenbaum, developed for non-corporate materials, shops, gifts, etc.
Agency: Brandoctor
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot Domljanović
Junior Brand Consultant: Stipan Rimac, Željka Zrnić
Brand Implementor: Jelena Mezga
Art director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić
Illustrator: BooBoo Tannenbaum
Shop concept: Brigada
Communication: Bruketa&Žinić OM
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot Domljanović
Junior Brand Consultant: Stipan Rimac, Željka Zrnić
Brand Implementor: Jelena Mezga
Art director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić
Illustrator: BooBoo Tannenbaum
Shop concept: Brigada
Communication: Bruketa&Žinić OM
