Introducing disruptive functional design: redefining the landscape of running shoes.
Case Details
The Flow Showreel
We spearheaded the brand strategy, product planning and design for The Flow (昂流), an emerging Chinese brand, building its identity from inception to establishment. Additionally, we facilitated its strategic expansion into Europe’s new retail market, securing capital investment funding to fuel growth.
The Flow as a new comer brand in the running shoes field, we helped them settled down the brand image and VI system to catch up the high-tech and innovative brand position that The Flow are willing to promote.
Logo and Font Design
Brand Primary Color Schemes and Moods
We also spearheaded the product planning, design, product development, and brand & marketing strategy comprehensively. We aim the specific target group which is long-distance running enthusiasts who concerns health and safety issues (i.e., physical overuse injuries, sprain etc.), and narrow down a niche product vertical. Following the product position, our design team developed the MaxFlow ventilation system and utilzed on the initial The Flow running shoes series: The Wind One.
And we brought The Wind One to ISPO Award 2024 in Munich, and ISPO highly appraised innovation and performance of the MaxFlow ventilation system. According to ISPO jury:
