Netshoes is a Brazilian online retailer that sells sports equipment. It was started in 2000 and originally sold only shoes, as the name suggests. Now it its 14th year, it launched a new visual identity this week, created by Interbrand São Paulo.
Interbrand worked to expand on Netshoes leading role to clearly position it as a sports equipment specialist. The new positioning is described as "putting athletes first", which means it communicates with athletes at all levels. The new brand expression is far more colourful and dynamic.
"We defined a new language for the brand, communicating with athletes, both professional or amateur. Visually, a radical change was made, infusing much more color into the design to convey dynamic energy and motion.
As can be seen here, the new visual identity, with its vivid color palette, is full of energy, embodying athleticism and allowing the brand to stand out in the digital world.
The verbal identity creates a direct connection to athletes. With agility and creativity, a conversation about sports is clearly created.
The strategic, visual and verbal work all creates a brand positioning that conveys movement and speed. The brand speaks of performance, harmony and well-being. Thus, every athlete is welcome." - Interbrand blog post
More images here.