Leaf initially positioned itself as a fashion-forward footwear brand that happened to make slippers suitable for various foot ailments. We joined the project and recommended that the brand reposition itself as a medical brand, solving for all orthopaedic issues. The brand name couldn’t be changed to reflect its new stance, so we repurposed it to mean the brand’s efforts towards helping people go back to the natural order of things.

The brand statement ‘Arch Enemy of Foot Pain’ situated Leaf at the intersection of wellness and lifestyle. Foot pain and orthopaedic wellness became the central focus of the brand – with the added bonus of the footwear looking good and wearable, a feature often overlooked in the sector.

The Leaf ‘arch’ became the central visual element of the brand. It acted as an infographic and a symbol to depict and relay various foot issues in the brand’s website, merchandise, and elsewhere. Muted tones from the footwear were used as brand colours, with the soothing element being a nod to the pharmaceutical sector. In addition, the stickers and labels depicted cushioned textures and rounded containers, inspired by the product range.