Footwear company Pop Village has partnered with Elmwood to create the brand identity and packaging for its range of plimsolls as the brand tours music festivals this summer.
Created by childhood friends Andrew Turner and Mario Campagna, Pop Village’s lightweight plimsolls are targeted at a young audience of festival goers. Elmwood’s brand concept – including logo, colourways, packaging and festival stands – aims to capture the youthful spirit of the product, with a bold, distinctive logo featuring on the sole of each shoe as well as on circular business cards which have been designed to feel like fabric patches.
Each pair of plimsolls is merchandised within a cardboard tube complete with hand written-style text communicating messages about the brand’s ethos. A colour palette of cherry red, denim blue, candy pink and navy has been employed to keep the brand on-trend with a young adult audience.
Pop Village co-founder Turner said Elmwood’s contribution to the brand was “impossible to underestimate” adding “trying to establish and communicate an identity is not easy, and something that comes with time.”
“Having people who understand and show enthusiasm in what you are trying to do is what gets you through the hard times. The quality of Elmwood's work has been an incredible asset in presenting our brand to potential customers and other businesses,” he said.
Abi Turner, designer at Elmwood commented: “Our aim was to appeal to a fun, young audience by capturing the playful, vibrant feel of the products. A bold versatile logo was especially important in setting the tone and the unique tube packaging and bright colour palette brought it all together into a strong highly ownable brand concept.”
Following Global Gathering last weekend (26-26 July) Pop Village will showcase at Leeds Festival from 22-24 August next.