Hope Rosa is rethinking women’s shoes. Stylish shoes usually mean uncomfortable all-day wear, with a consumer sacrificing comfort for style. The team at Hope Rosa re-engineered the silhouette shapes of classic shoe types and, more importantly, developed a patented sole system that enabled comfortable all-day wear.
The challenge for this new brand was consumer expectations and the brand world they live in. Launching in major urban centres around Southeast Asia, Hope Rosa’s consumer is the savvy professional female - busy but with high demands, stylish and willing to pay for aspirational products and brands. With its unique proposition of comfort, Hope Rosa equally did not want to be perceived as a lesser option than well-known alternatives. Our solution draws inspiration from timeless Italian fashion brands and classical Greek culture to breathe life into this proposition.
Antonio Canova’s Neoclassical statue, The Three Graces, is said to represent the ideas of beauty, youth, laughter and elegance. These are translated into three symbols for Hope Rosa: comfort, style and enjoyment. These three icons are used across the product range. A lush, deep lipstick red is the primary colour, contrasting with rich purple for a fashion-forward, minimalistic colour palette. A classical wordmark compliments the iconography - acting as a signature rather than the dominating feature.
Initially launched online as a DTC brand, Hope Rosa is now entering department stores and boutiques throughout Southeast Asia.
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