Building the Brand Identity for Spine: Where Science Meets Style
We created the complete brand strategy and identity for Spine — a D2C footwear brand merging biomechanical science with contemporary design to inspire confident, pain-free movement.
Who is Spine
Spine Footwear, founded by Dr Miguel Reis e Silva, is dedicated to creating shoes that improve posture and alleviate back pain. Their innovative Inverted Drop soles elevate the front of the foot, reducing lower back curvature and tension.
This design helps achieve a natural centre of gravity and a neutral spine, enhancing overall posture. Spine Footwear's mission is to provide functional and stylish footwear that promotes a healthy lifestyle, combining comfort with significant health benefits
The Challenge
Spine set out to enter one of the most competitive categories in D2C: footwear. But unlike typical lifestyle brands, its proposition was rooted in medical science — shoes engineered to improve posture and reduce back pain. The challenge was to build a brand that could do both: earn trust through scientific credibility and inspire desire through design. The identity needed to speak to consumers seeking both health benefits and self-expression, balancing functionality with fashion. Our task was to create a unified narrative that translated a biomechanical concept into a brand built for movement, confidence, and modern life.
The Results
Spine set out to enter one of the most competitive categories in D2C: footwear. But unlike typical lifestyle brands, its proposition was rooted in medical science — shoes engineered to improve posture and reduce back pain. The challenge was to build a brand that could do both: earn trust through scientific credibility and inspire desire through design. The identity needed to speak to consumers seeking both health benefits and self-expression, balancing functionality with fashion. Our task was to create a unified narrative that translated a biomechanical concept into a brand built for movement, confidence, and modern life.
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