Schuhhaus Walder Switzerland
December 6th is special: It’s Finland’s birthday, this year the 99th. And it’s St. Nicholas Day in most of the rest of Europe. St. Nicholas’ big advantage over Santa Claus is that he can be nasty. He even has a special assistant to carry out the dirty work – Ruprecht or Krampus – depending on where you live. The assistant may use a stick, throw ashes or even put you in a sack if your CV is bad. On the other hand, if you have a good CV one of your boots might get filled with sweets over night. Any boot will do, of course the bigger the better. But in Switzerland it should definitely be a Walder boot, because with Walder boots Ruprecht and Krampus are out of the game, and instead friendly Mister K Informal und reliable Futura are in the game.
The two typefaces are playing the Walder game for two years now and are finding the right tone of voice especially in the children’s footwear collection. But Leo Burnett Zurich, who is in charge of the brand identity, doesn’t hesitate to apply the K-Informal look quite heavily also to more exclusive and expensive shoeware products.
Usually K Informal is playing the lead role and Futura taking care of down to earth facts like the pricing.
But at times the responsibilities are more equally distributed.
A bit of a risk – at Walder’s St. Nicholas might even put ice cream in your boots …
Not designed for a Berlin living room, but now hanging there: a thank you poster from Leo Burnett Zurich for Mister K’s designer Julia Sysmäläinen.
Corporate Design is boss: K Informal jumps in even for Mr. Walder’s signature.
