When Birkenstock saw the need to bring their brand attributes to a new generation, it was up to fuseproject to create a strategy that would not betray the Birkenstock heritage. In conceptualizing Footprints: The Architect Collection, Birkenstock wanted to bring their key brand attributes of comfort, green design, recyclability and sustainable manufacturing to a new generation. The challenge was to create a new collection of shoes and accompanying branding strategy that would appeal to a specific new consumer, the urbanite, without betraying Birkenstock's heritage. fuseproject did this in a slick, clean, organic and simple way using their new "Footprints" logo on their packaging, point-of-purchase and collateral materials which serves to distinguish the Footprints line without alienating the Birkenstock tradition.