Hype Type and Socio’s frank identity for Reshoevn8r realigns the brand with sneaker culture
Almost a decade since Steve Grear first launched the product, Arizona-based shoe care company Reshoevn8r began to lose the market superiority they once had. In need of an aesthetic rejuvenation to enliven the brand and its purpose, realign their focus and reconsider their future, Reshoevn8r approached Los-Angeles-based creative studio Hype Type to help – in collaboration with the London-based brand and strategy agency Socio.
In looking back to what made Reshoevn8r so unique, the brand now steers emphasis away from simply cleaning shoes to acting as a celebration of sneaker culture – reconsolidating a more simplified and refined brand that comfortably sits within the street culture scene it hopes to re-colonise.
Opting for a monospace typeface, Socio’s Nic Carter explains the “monospace logotype was the best choice to create a clean shape, with aligned letterforms,” after electing to stack and segment the company’s name to make it easier to read. Boldly emblazoning the brand with the straight-talking Apercu Mono, Carter tells us “Aperçu simply had the right feel,” adding “Steve and his team are known for how they communicate with their fans in such an open, straightforward way, so the type had to reflect their personality.” Capitalising on the mechanical construction of monospaced typefaces, Hype Type and Socio have managed to convey the sense of process, production and consideration behind the brand, but maintain a friendliness through the playfulness and simplicity found in Aperçu. “Aperçu certainly doesn’t lack personality,” Carter summarises, “but it sits back just enough.”
Wanting to keep a broad audience and not alienate those who aren’t sneakerheads, decisions such as their colour palette, packaging and brand photography were kept specific enough to reference street culture without that becoming all there was to the brand. Stripping back processes, and in doing so making a feature of them, the packaging consists mainly of raw materials; such as undyed cardboard, aluminium and foil. “To let the featured sneakers shine, and to leave the door open to partner with other brands,” Hype Type’s Paul Hutchison explains, “we wanted to avoid imposing a strong sense of brand colour,” concluded in a largely monochromatic brand.
Similarly, with their art direction Hype Type and Socio constructed familiar domestic scenes, but subverted this typical commercial photography with more abstract, textural imagery and an informal street style aesthetic. The resulting photos seem innately personable and candid, which Carter explains “fitted perfectly with the production constraints at the time,” concluding “we shot everything in-house, with a team of just two people, last summer after the first UK-wide lockdown had eased.”