Brand Zoo has given Vionic shoes a brand makeover. The repositioning, from pain relief to a fashion shoe line, is themed “The Science of Style.” It features lifestyle photography with just a small inset nod to the product’s orthotic construction. It includes a $1+ million advertising campaign in women’s style and health magazines, and is the first time Vionic ads have run so extensively in style publications like O, InStyle, Southern Living and Redbook, as opposed to health publications such as Prevention or Weight Watchers.
Rebranding credit goes to Brand Zoo executive creative director Courtney Reeser; photography is by Stephanie Rausser. More creative credits include AD/Design Directors Mary Whalley and Bill Chiaravalle, Designer DeAnna Pierce, Illustrator Mike Chiaravalle, and Copywriter Donata Maggipinto.