Arrels Footwear Visual Identity by Hey Studio

Arrels means roots. It is a Barcelona footwear brand selling to the urban market, and Hey Studio, also Barcelona, had to hold both ends: city and countryside, handmade and mass produced.

The boxes carry the argument. Each is split into flat colour blocks — orange against blue, green against red — with a rough edge where they meet. A strict container and an unruly surface.

The wordmark sits small in the blue. The shoes run to two tones as well. One system, repeated with the colours rearranged.