Designed by THEY | Country: The Netherlands

The shoeboxes created by THEY were part of a bigger international re-branding for the trendy Holland-based shoe company Bronx. The claim “So today” comes from the insight that what shoe a woman buys or wears differs from day to day.

For example, high heels if they want to feel sexy. Boots if they need to feel tough. Or sandals if they want to feel free. Or maybe just to make themselves feel good for the rest of the week, like one of the shoebox headlines says. Bronx has hundreds of different designs to fit every mood, no matter how nuanced.

The swirly illustrations were done only with a ballpoint pen, to give it a just-done-today feel.

The boxes were a hit with retailers. Some even stacked them up and made little shoebox pyramids on their sales floor. We didn’t pay or ask them to do it. They just did it.

The Bronx shoeboxes won silver for packaging at the Dutch ADC.

These are 3 of 8 total boxes THEY made. The other 5 headlines were

– Making him offer you a foot massage is So today.
– Leaving the store in your new shoes is So today.
– Girls judging men by their shoes is So today.
– Kicking ass is So today.
– Taking these babies out tonight is So today.