Sunnystep

Sunnystep

Sunnystep

Sunnystep

Sunnystep is a DTC footwear brand based in Singapore, specializing in ergonomic and stylish walking shoes.

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(01) Project
Overview

A refreshed brand for science-backed footwear.

Sunnystep is a direct-to-consumer footwear brand based in Singapore, specializing in ergonomic and stylish walking shoes. With 12 retail locations and plans for international expansion, Sunnystep aims to redefine the footwear market by combining science-led innovation with comfort and style. The brand approached Motto for a rebrand to sharpen its identity and resonate more deeply with global audiences. Key project goals included refreshing the visual identity, developing a stronger verbal identity, and creating new visual assets to support marketing and retail strategies.

(Details)

Engagement Flagship
Type Rebrand
Category Shoes
Services Brand Strategy, Verbal Identity, Visual Identity

(02) Opportunity

From a comfortable shoe, to a lifestyle brand.

The crowded footwear market is saturated with brands emphasizing comfort and technology, often blending into a sea of similar narratives. Sunnystep’s unique origin story, rooted in founder Ting Mao’s personal recovery journey, provides an authentic opportunity to stand apart. By leveraging the “Joy of Movement” philosophy and emphasizing science, sustainability, and style, the rebrand seeks to carve a distinctive niche, inspiring consumers to embrace movement as a joyful and liberating experience.

(03) Business
Immersion

Deeper thinking allows for big steps forward.

Sunnystep’s greatest strength lies in its purpose-driven mission to improve lives through better movement. Our team dove deep into conversations with leadership, Sunnystep team members, and even customers of the brand. Through our immersion, we discovered that customers value the thoughtful design of their footwear, which blends comfort with aesthetics, but there was a clear opportunity on how they can tell their story beyond it just being footwear.

(WHAT WE DID)

Stakeholder Interviews
Expert & Influencer Interviews
Strategic Workshops
Brand Audit
Competitive Audit
Social Listening

(04) Brand
Strategy

Exploring the “Joy of Movement” through Sunnystep.

At its core, the “Joy of Movement” became the Idea Worth Rallying Around® for the Sunnystep brand. This idea inspires a more active and fulfilling lifestyle, extending beyond products to create a positive impact. Embracing the ‘Hero’archetype, the brand empowers customers to overcome challenges and embrace their personal journeys toward wellness. This inherently took the brand to further heights outside of it being a wearable brand, but as a lifestyle brand.

(WHAT WE DID)

Purpose and Vision Language
Audience Personas
Idea Worth Rallying Around®
Strategic Narrative
Positioning Statement

(05) Verbal
Identity

An inspiring voice for inspired movement.

Sunnystep’s verbal identity reflects an empowering, positive, and visionary voice. The tagline, “Walk on the Bright Side,” encapsulates the brand’s promise of joyful movement. Alongside every great tagline, is a strong manifesto, a rallying cry. Sunnystep’s new verbal identity proudly shows it’s commitment to engineering comfort, sustainability, and designing iconic footwear that enhances life’s possibilities.

(WHAT WE DID)

Voice Pillars
Voice Personas
Key Messages/Copy Beats
Brand Story/Manifesto
Verbal Guidelines

(06) Visual
Identity

A Fresh Identity for Sunnystep: Vibrant, Dynamic, and Ownable.

Finding an own-able color in a highly saturated market can always serve as a challenge. However, taking in our Brand Strategy and Verbal Identity, we were inspired by consistent themes of energy and movement throughout Sunnystep’s story. The color palette features black, white, and Sunkissed Orange, complemented by softer gradients for a dynamic feel. Photography focuses on dynamic angles and joyful movement in both urban and natural settings, with product imagery showcasing the innovative design details.

(WHAT WE DID)