To celebrate the launch of Birkenstock’s new in-store customisation platform, Your Blank Canvas, the brand has launched a new visual identity made up of three friendly brand mascots created by Kit Studio. 

Encouraging customers to ‘Bring your sole to life’ and customise their creations, the visual identity exudes playfulness and creativity. Your Blank Canvas invites customers to customize selected footwear with laces, charms and messages. The brand platform stems from this idea of individuality and personalisation, encouraging self-expression.

Three brand mascots based on Arizona, Boston and Utti styles sit at the heart of the visual identity to encourage play. Each character transforms the silhouette of the shoe into an animated figure, reflecting the joy at the heart of Your Blank Canvas while staying true to the Birkenstock brand. 

Alongside the mascots Kit Studio has created a new custom bubble typeface and a set of ‘passport stamp’ graphics that reference hometowns, travels or favourite places. The designs aim to encourage fun whilst maintaining the Birkenstock brand.

“Birkenstock’s products are already incredibly recognisable, so the challenge was to introduce something new while staying true to that heritage. By turning the shoes themselves into characters, we were able to create a playful identity that puts the product at the centre while celebrating the individuality at the heart of the platform,” says Hannah Rea, Client Partner at Kit Studio.

Your Blank Canvas has launched at Birkenstock’s King’s Road flagship store in London, with the brand planning a global rollout. 

Riffing on the existing brand with the addition of joyful characters, the visual design encourages customers to get creative.