Walter's Shoe Care – since 1893 logo Walter's Shoe Care wax shoe polish tins Walter's Shoe Care products: brush, gel comfort cushions, shoe polish

Walter’s Shoe Care Brand Identity

For over 110 years, the E. F. Walter Company has been creating supplies for the Canadian garment and fashion industry. Over the past decade the company had become focused on becoming a leader in the shoe care industry, but its visual identity and packaging still reflected its legacy as a supplier to other’s brands. A new brand expression was required for the company to capitalize on opportunities in the marketplace.


Starting off with a sketch that a customer had given to a company executive in the 1950’s, we designed a new visual identity that would come to life on both packaging and environments. The new identity was launched with the company’s branded shoe-shine booths at high profile locations, such as Toronto Pearson Airport. A fresh approach to packaging was developed to move the perception of the product upscale in retail environments and to appeal to both men and women.


Brand Articulation, Brand Auditing