GLEAM. | The Project

GLEAM. is the newest shoe company on the block! Their focus is on carrying the trendiest, most over-the-top, most unique sneakers on the market. Their styles consist of bold colors and patterns, and each pair slightly differs from the one before. Every box has a one-of-a-kind design worn by you and only you!

GLEAM. inspiration images, evocative of the trends and style they are passionate about. Their vibe is very maximalist, colorful, almost like it ran right out of the 1980s! Each pair instills so much confidence, and each is as unique as the feet inside them.

THE LOGO

The GLEAM. logo is as bright and unique as their shoes! The idea behind the logo was an anti-brand. Since GLEAM. intends to capitalize on the newest trends while still keeping a focus on longevity, they refused to pick brand colors and patterns.

Instead of a standard branding guide, GLEAM. chooses a core pattern to feature every season. For spring/summer 2023, it was a lemon pattern with a twist (no pun intended). The letters are of a bold yellow pattern, classic lemons. The backdrop is blue/purple while using the same pattern, creating an unexpected, readable, and unique logo capitalizing on negative space while still being maximalist.

THE BOX

The trick with an "anti-brand" is maintaining repetition while leaving flexibility.

While it is possible that GLEAM. will opt to have a matching box for each unique pair of shoes, for now they are making the most of the core pattern for this season. The lid is the blue lemon pattern with vertical text in the classic yellow. The base is of a solid blue eye-dropped from the pattern.

Shoeboxes are the first impressions of a new sneaker purchase, and these boxes needed to be as trendy as the shoes inside!