New Balance

For New Balance's SS22 Artist Collective, the Fresh Kicks brief centred on the bright, sun-soaked colours of fresh fruit. The challenge was making that more considered than a straightforward fruit print.

Through sketching, I looked for ways to build the fruit into the design instead of laying it on top as decoration. That led to the 574 reimagined as an orange mid-peel, the rind curling away from the shoe in one continuous motion. A second, typographic design arranged sliced lemons around a central wordmark.

Halftone texture added warmth, and a set of fruit stickers carried the concept through. The range launched globally in four colourways.