Loop concept, by Sheridan&Co

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Sheridan&Co has branded and designed packaging for Loop, a self-initiated concept project, targeting a young fashion conscious market. Loop, “a playful leisure sports shoe” can be customised using coloured shoe laces. The brand identity resonates with the simplicity of the shoe according to the consultancy, which says it has looked to create a white streamlined pump delineated using black-on-white hand drawn illustrations. Century Gothic-style typography  indicates the curvature of the loop.

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