Magic Feet is a unisex children's footwear collection by Tu. The goal of this project was to rebrand the collection from its previous name. The standout feature of Magic Feet shoes is the footprint on the bottom, designed to be measured against the child’s foot for an efficient, fuss-free shopping experience when buying shoes for children. This innovative feature needed to be prominently showcased in the packaging design.
To ensure the footprint feature was highlighted, it became the focal point of the packaging. The design process included creating doodles of smiley faces and stars, which were used to represent the child-friendly nature of the brand, and to attract the attention of children. These playful elements add a whimsical touch that resonates with both kids and parents.
A bespoke logo was created for Magic Feet, incorporating toes into some of the lettering. This unique and playful logo design reinforces the brand's identity and was applied consistently across all packaging materials.