Centopeia

Challenge 

Children mean everything to us; they captivate us with their stories, make us feel young when they play, run, jump, and make noise. They help us rediscover cuteness and, above all, enchant us with their creativity. And when it comes to the shoes of our little ones, it's hard not to have our eyes light up because they are so cute, aren't they? The colors, sizes, models—every detail expresses even more the great personality that children have, regardless of their young age.

The big problem nowadays is that these shoes are not always comfortable for children, and if they are comfortable, they are not as beautiful, causing all that essence to be lost. Looking at this, Centopeia went after the best models in the world to be able to combine the useful with the pleasant: Comfort and style.

Centopeia is a retailer of national and international brands of children's shoes and sneakers, with a focus on the health of children's feet, rescuing quality and safety in its portfolio.

Our challenge was to convey all of this in a new brand, something that highlighted all the affection for the little ones and at the same time expressed the quality and originality of the products. It managed to communicate with children through a visual appeal and, at the same time, with parents in a relaxed way, which conveys confidence.

Solution

Some insights emerged during our studies, and we understood that the best message to communicate was that Centopeia takes care and looks at the size of each little foot, thinking about foot health and providing style.

We then developed a super attractive and lively visual identity system to generate identification with the little ones, bringing playful elements that refer to the "Centopeia" brand. We introduced a unique and singular photographic style to the identity, with expressive photos full of movement and children's play, and also created a light and relaxed tone of voice.

We helped the brand in various touchpoints, from the store architecture that breathes the created identity to the virtual store of the brand's e-commerce, with visual and functional styles that support the atmosphere Centopeia wants to convey.

Centopeia has been a brand since 1999, but after a few years off the market, it has now come to stay. Providing a more fun, light, and adventurous life for children through its products. Centopeia fits every little foot, accompanies your baby's first steps, and shares the knowledge from the imaginary until it becomes more concrete, just like footprints.