Vionic Group is introducing its initial line of flip flops via a southern California beach tour. Branding for the new line, called Vionic Beach, is the brainchild of Brand Zoo and evokes a casual attitude and good times. A traveling pop-up store, called the “Sole Shack,” introduced the line in a tour of southern California beaches, including volleyball tournaments, surf festivals, and county fairs.
The ergonomically molded flip flops are displayed pattern-side-out, on rounded, wave inspired hang tags. The store, which collapses into a trailer, is towed by a beach buggy, and on the road between stops functions as a Vionic billboard. Additional branding elements include a new tagline, “Find Your Footprint” and a hand-modified, all-type logo, which will be incorporated by Vionic into social advertising.