Aster-isk Identitus

Aster, one of the oldest shoe brands in France, has been delivering high quality children’s footwear since 1913. Their shoes feature a unique die-cut of an Aster (Diplopappus) flower, a shape recently upgraded to brand icon status. The redesign, led by Bayaderes, includes a refined color palette and a playful script.The aster flower has figured prominently in the history of the brand. Always present on their shoes, but often used differently in their logo. The new icon resembles the shoe’s iteration much more closely, establishing a greater link between brand and product. In this case, the connection is mutually beneficial, increasing memorability of the logo and distinctiveness of the shoes. The aster shape is now present throughout the brand The new script, while slightly une