Sometimes, the very heritage you’ve spent years building can be the weight that keeps you firmly rooted in the past. This was the case for Al Sirhan Shoes, one of the oldest shoe stores in Kuwait. Well trusted, but seen as outdated and as a primarily male-dominant brand, Al Sirhan Shoes was in need of a refresh that redirected its sturdy roots into a contemporary marketplace flooded with both female and male shoppers. Kevin Cantrell Studio helped provide just that. Partnering with Sharq, Kuwait–based agency Beattie + Dane, the Salt Lake City, Utah–based studio created both an English and an Arabic logotype that speak to an international audience as well as a diamond mark, an authentic seal of heritage that nods at shoppers from the tops of the brand’s shoe boxes. The modular system, created with updating patterns that weave around the diamond mark, nods as well—to Al Sirhan’s past and a step ahead to its future.
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