Sourcing creatively offbeat footwear and clothing.
InsideTag
Built on an appetite for the rarest and most technically innovative sportswear out there, Inside Tag caters for the vintage dresser with a palate for unfamiliar flavours.
I was brought on to revitalise InsideTag’s brand output, keeping an ear to the ground on what the audience wanted and resonated with, and to reposition the brand to engage with this market.
Solution
Linking to the products they sell, InsideTag now reflects what was seen in the early naughties, bringing in a sense of nostalgia and irreverence that their audience resonated with. We worked to position InsideTag beyond just selling products and create moments that their audience sees themselves in.
Type design / Motion design / Brand design
The brands icon solidifies this in a mark that is instantly ownable and reconisable. This can be used to create intrigue into the brand for newer audiences, creating something that intrigues and feels oddly nostalgic.
After months of discussions between Inside Tag and PUMA, they unveiled this reimagined and enhanced version of the 1999 bestseller. Named after the Italian word for “monster,” the shoe draws inspiration from two classic sports designs: a 1968 sprinting spike and an ’80s surfing shoe. Its distinctive aesthetic went on to shape the entire graphic system.