Women's Comfort Footwear It’s not very often that a footwear brand starts from scratch, but such is the genesis of Cobb Hill by New Balance. Since the brand’s inception in 2011, Soapbox has crafted a quirky, colorful, down-to-earth fashion brand full of independent spirit, through packaging, advertising, point-of-sale, copywriting, web presence, social media, collateral, broadcast and promotions. The Cobb Hill business grew rapidly — beloved by consumers and retailers alike — so much so that its parent company acquired Rockport in 2015 with Cobb Hill as the major driver to revitalize the Rockport women’s business.
Drydock Footwear Group
Footwear Parent Company Corporate identities need not be dry. As the parent company of footwear brands Cobb Hill, Aravon and Dunham, the Drydock Footwear Group needed a neutral look while still capturing their hip yet down-to-earth corporate culture. Soapbox set the tone with the throwback of manila and diner mugs, contemporary typography and a matter-of-fact palette. The website showcased their carefully furnished industrial setting, painting the picture of life at Drydock for partners, prospective employees and the media.
Running Footwear & Apparel Even a tech-focused trade catalog can be infused with the reinvigorated Saucony brand. Clean, consistent information design kept this catalog the functional reference tool it needed to be, while showcasing the Saucony lifestyle reinforced the brand and its customers to the very ambassadors Saucony relies on most — its sales representatives and retailers.
Fresh off a new logo design, Saucony needed to revamp packaging, hang tags, business cards and more. We used the Saucony “bird” as a primary design element to reinforce the iconic quality of the mark. Motion and optimism carry the packaging with a dynamic tone-on-tone red palette coupled with clean, technical tones of white and grey to present a sophisticated yet welcoming brand image.
Luxury Ecological Resort Months before this resort destination was ready to be photographed, we introduced the beautiful Mayakoba to celebrities and the press by painting the picture of harmony, nature and culture that is the legend of “living Mayakoba.” Even we were impressed by the response and learned just how powerful and compelling the vision of Mayakoba was — we had created demand without a single photo of the actual resort.
This logo and identity system captures the unique promise of “living Mayakoba” — the chance to relax in luxury, enveloped by the beauty, discovery and tranquility of the exotic Mayan Riviera.
Agency : ISM Travel & Leisure Marketing
Escape (Travel Magazine) Escape is a seasonal custom publication sent to travel savvy American Express card members. It features an upscale mix of enticing editorial content, exclusive partner offers and timely travel tips. Tasked with the publication’s redesign in 2008, Soapbox revamped the photography, design and production quality with a modern editorial style that made Escape not just a well-targeted marketing tool but a magazine worthy of the coffee table.
Agency : ISM Travel & Leisure Marketing
New Balance Life
Retail Footwear & Apparel In an effort to bring New Balance into the casual market in a more powerful way, a flagship retail store was launched at the Burlington Mall in Massachusetts. This store would showcase New Balance’s casual and retro styles and their comfort casual division of Cobb Hill, Aravon and Dunham brands. We created the launch package to establish the in-store graphic look-and-feel as well as overall tone and personality for communications.
Organic Soynut Butter This startup health food company needed a brand identity that would jump off the shelves and connect with both moms and kids looking for school-safe nut butters. An inquisitive tagline, unabashed primary palette and quirky characters celebrated the spirited simplicity of Simple Food across packaging, apparel, an eCommerce website and sales materials. When Simple Food exported to Asia, Dubai and the UK, the brand remained in tact, resonating on an international level.
Stowe Street Cafe
Coffee Shop & Gallery
This passionate entrepreneur had a vision — local coffee, local food, local art. A gathering place. For friends, family, community. For what mattered. Soapbox articulated this passion and welcoming nature with a colorful, playful brand identity as inviting and delicious as the menu. Packaging with a variety of stickers, the look is flexible and inventive for the long term.
Municipal Recreation Department In the brand-name town of Concord, MA, even the recreation department recognizes the benefit of a strong brand as it finds itself increasingly competing with private sector organizations. We packaged their aquatic center, preschool, camps and more with an energized, unified design that has just enough flexibility to adjust messaging and imagery for the varied audiences served — from moms and toddlers to students and seniors. A pattern of municipal-style stick figures provides a multi-purpose design element that embraces the municipal roots in a subtle undercurrent of activity and stylish affiliation.
Back Alley Cafe
Coffee Shop A chipper bird became the face of a coffee shop set in downtown Concord, MA. Good morning yellow and the playful parakeet welcomed train travelers, tourists and locals alike into the Back Alley Café for their morning fix and countless breakfasts and lunches. This bird truly amused and delighted customers, like a friend beckoning them inside from his signpost out front.