Froddo is a brand of children’s shoes from Croatia and a big exporter in the EU and the US market.
For more than a year Brandoctor has been working on the Froddo product development, as well as brand strategy and visual identity, while the agencies from the same group, Bruketa&Žinić OM and Brigada, continue to implement the brand strategy.
At the phase of analysis Brandoctor consulted the kids, parents, psychologists and studied design footwear trends. The strategy advanced into creating the insight that kids are not uniformed beings but that happy kids are those who are treated as individuals and who have the freedom to be what they want to be.
The brand’s hypothesis was that each kid is unique just as each kid’s footprint is unique. The hypothesis was shown in the brand story, the visual identity, the shop’s interior and the new collection.
Together with the client Brandoctor created sneakers that have an empty space for personalization – whether the kids want to sign their name or draw something is up to them. The whole collection is stripped off superfluous ornaments, and became playfully elegant.
The rebranded Froddo is a huge success among kids and parents, as well as among international buyers. Since the launch in early 2015 the brand’s sales grew significantly. The number of international buyers grew by 60% and 74% more footwear was sold in the foreign markets for fall/winter 2015/16 compared to the same period the year before.
Brandoctor / Anja Bauer Minkara (Senior Brand Consultant), Petra Despot Domljanović (Brand Consultant), Stipan Rimac, Željka Zrnić (Junior Brand Consultants), Jelena Mezga (Brand Implementor)
Igor Manasteriotti (Art Direktor, Designer)
Mia Marić (Designer)
BooBoo Tannenbaum (Illustrator)
Bruketa&Žinić OM (communication)
Brigada (Shopp Concept)
Domagoj Kunić (Photographer)