A footwear brand based in Australia, Hobes was looking to refresh their online storefront and more carefully consider their brand. We took their existing primary logo and combined it with elements that reflected the brand’s ethos: simple essentials with an emphasis on tactile quality. We utilized a neutral color palette and executed a built-out brand system that leveraged rounded shaped and a minimal typeface. From here, we applied the design to the unboxing experience and their embossed tags. When it came to the website, we were challenged to find solutions that allowed for global currency options and a difference in seasonal presentations between the hemispheres.