SeaVees Branding

When I joined the crew, I’d often hear “SeaVees is the coolest brand you never heard of”, which meant we needed to build brand awareness. With the goal of returning SeaVees to its rightful place on the top-shelf of legacy sneaker brands, we started with the basics: brand positioning, style guide, brand book, and packaging.

A collection of SeaVees ads from the 1960’s that still anchored much the brand.

After a lot of work and great conversation we found our new brand purpose and rally cry.

Evolution of product illustrations and introduction of branded characters. We also brightened up the color palette and played with typography.

SeaVees packaging was designed and built for retail so when its DTC business quickly became more than 60% of its business, the packaging fell short on brand messaging and values. As a result, we created an unboxing and frustration-free experience that reintroduced the brand and that’s more kind to the planet.

What makes a sneaker a SeaVees?
Enter: The Comfort Campaign