The New Keds
The soul of Keds is centered around an emotional core of individualism, uniqueness, and originality. The brand provides consumers with an emotional experience by giving them the chance to express themselves through their own unique personal style. They previously offered a few types of shoes but in many different styles to inspire individualism in their customers. The core of the new mission will be the same, to inspire individuals to “be an original” an show their uniqueness to the world. However they will now offer custom bicycles, parts and accessories as original and unique as their customers. Like shoes, a bike is a very personal item, and when it can be customized and made completely unique that becomes another form of an individual’s expression. Keds want their customers to “be an original” and express their uniqueness and individualism with a new Keds bicycle.view
Brand Strategy Book
Most people react in three ways when confronted with a situation- dependent on it's type: Forget it a few seconds later, Remember it for a few days and then have it fade to their subconscious memory, or Remember it forever as if to be able to relive it over and over. Our passion at Different Studios is to make every moment live forever, as if stamped in time.
Charles Goodyear discovered the process of vulcanization in 1839, making rubber more lasting and resistant. This revolutionized the way rubber goods were being produced. In 1892, the U.S. Rubber Company was born out of a merger of different rubber manufacturers in Connecticut. The company extended its production range to include rubber-soled shoes to be released under different brands. In 1916, U.S. Rubber decided to produce their shoes under one brand, Keds.
Keds is an American shoe manufacturer with its headquarters in Lexington Massachusetts founded in 1916. They make canvas shoes with rubber soles. Their shoe design is considered to be minimalistic nowadays, but at the time of their original creation they were revolutionary. The original shoe design, the Champion, was the first mass-marketed canvas-top “sneaker” with a rubber sole. As time went on and Keds popularity increased they were endorsed by sports stars and music icons alike. By the late 70 Keds had a near cult following.
We look to a thriving bicycle culture in Amsterdam and begin to mimic this in our everyday lives. This way of life catches on in the US and bicycles become insanely popular in urban and suburban areas. Everyone owns one and bike sales skyrocket. There is one major difference between the US and Amsterdam however. Consumers in the US want more from their bike. They want colors, styles and options. They want the opportunity to make their bike original... A unique expression of themselves. Keds new brand will deliver just that.