New Logo and Identity for Schuh by Snask

Established in 1981, Schuh (which is German for shoe) is a footwear retailer based in Livingston, Scotland, with more than 130 stores across the UK, Ireland, and Germany. Schuh primarily sells other popular brands like Converse, Adidas, Vans, Nike, and UGG but also offers its own label of footwear, designed in-house. Recently, Schuh introduced a new identity designed by Stockholm, Sweden-based Snask. Based on research, interviews, and workshops we rewrote the brand strategy for schuh. We found out that their unique selling proposition had shifted from stocking cool products into the excellent service their people gave customers. We changed the brand communication from talking about products to talking about the company’s values and the people behind the brand as well as the people in