One search on the psychology of color will make your head spin. When branding, thinking about color in terms of ‘fit’ is the right approach.
CASE STUDY: BEARPAW SHOES
Bearpaw needed a refresh of their catalog, and FUEL pointed out that in doing so they should refresh their brand.
Previously, they leaned heavily on native american imagery and bear skins. We suggested that they needed to eliminate the kitsch and keep the nature. We coordinated photography and designed a new visual voice for the company that was contemporary, relaxed, beautiful and fun… just like bearpaws.