Brand Design & Art Direction for step zero by FOND Design

On track to zero

Step Zero — built on Flawa’s century-old legacy — set out to reshape the footwear industry with sustainable materials. They asked us to develop their brand design and art direct all their communication assets. Through our holistic approach, we created an Earth-positive narrative that blends their Swiss industrial roots with a global ambition to supply footwear manufacturers worldwide with ecological soles and manufacturing solutions.

Brand Design & Art Direction for step zero by FOND Design
Brand Design & Art Direction for step zero by FOND Design

In designing Step Zero’s logo, we embraced the Swiss tradition of clear, pragmatic typography—showcasing their roots in Switzerland’s industrial heritage while signaling the credibility to reinvent themselves in a changing world. By blending decades of expertise with a fresh, startup-like approach, the logo reflects both tradition and forward-thinking ambition.

Brand Design & Art Direction for step zero by FOND Design

The visual concept is built around a black-and-white foundation, complemented by three distinct accent colors. The chosen palette emphasizes fresh, life-affirming hues that convey progress and naturalness.

Recognizing that green is often overused in ecological contexts, we explored other nature-inspired tones—such as blue (clean water and clear skies), marron (earth, soil, and natural materials), or purple (renewal, serenity, the softer side of nature)—to evoke similar associations without relying on the typical “green” cliché.

Brand Design & Art Direction for step zero by FOND Design
Brand Design & Art Direction for step zero by FOND Design
Brand Design & Art Direction for step zero by FOND Design

The tilting letter “o”—also seen as “0”—evokes forward momentum, symbolizing that first step toward the brand’s goal of zero emissions.

Brand Design & Art Direction for step zero by FOND Design

We provided art direction for all communication assets and the photography of the industrial facility, material samples, and products. Our aim was to create a visual style that feels authentic and approachable, while remaining precise and honest.

Brand Design & Art Direction for step zero by FOND Design
Brand Design & Art Direction for step zero by FOND Design
Brand Design & Art Direction for step zero by FOND Design

How do branding and product design play together?

Product design and product language (how a product looks, functions, and what it symbolizes) are important for brand communication and positioning. They help create an authentic brand experience that matches the brand's identity and values. In todays crowded markets, good product design is key for building emotional connections, making the brand recognizable, and boosting customer loyalty through deeper communication.

Today, the focus on product design and product language as a tool for brand communication is growing because of increased competition and higher consumer expectations. Social media's emphasis on visual appeal and new technologies make unique and attractive designs essential for standing out and engaging consumers.

Brand Design & Art Direction for step zero by FOND Design

Client

step zero

Designers

Dominic Sturm, Meret Wacker

Services

Brand Design, UX & UI Design

Partners

Resort, Mara Truog Photographie

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