Second Sole Brand Identity

Project Type:

• Class Project

Programs Used:

• Adobe InDesign, Adobe illustrator

Project: Second Sole Brand Identity
For this project, I created a brand identity for Second Sole, a modern cobbler shop that blends craftsmanship with character. The logo is a custom cursive wordmark designed to mimic the movement and form of a shoelace—an elegant nod to the brand’s core service: giving shoes a second life. The identity strikes a balance between nostalgic and contemporary, celebrating the artistry of repair with a refreshed, personal aesthetic.

Methodology:
I began by exploring traditional cobbler marks and vintage shoe advertisements, aiming to honor the heritage of the trade while introducing a sense of modernity. Sketching by hand allowed me to experiment with organic line work that captured the feel of a looping lace, eventually refining it into a fluid, custom wordmark. Supporting brand elements—including a neutral, leather-inspired color palette and typography with tactile character—help position Second Sole as both timeless and quietly stylish. The result is a brand that feels intentional, approachable, and rooted in care.