At KesselsKramer I worked with Timberland for the global rollout of a new slip-on shoe, which was named Project Better. KesselsKramer was involved right from the start when the prototype wasn’t finished yet, and was involved with everything from naming to concept testing with consumer research across multiple countries.
Project Better: Striking in its simplicity, the Project Better Slip-on rewrites conventional aesthetics in a minimal, unisex, holistic design.
The name also reflect’s Timberland’s brand mission, to do better for sustainability and local communities. And this is never finished: it’s a project for doing better.