HEYDUDE™: Designing A Localised Store Concept For Global Growth

Location: Global

Earlier this year, the Crocs-owned footwear brand, HEYDUDE™, underwent a distinct rebrand to reach new customers across the US and further afield. Our design studio was engaged to interpret this new-and-improved brand identity into an assortment of retail activations, including a new store design concept for HEYDUDE™, having done the same for Crocs a couple of years prior.

HEYDUDE Creative Concept

The Challenge

We were approached to create a flexible concept that would become the physical embodiment of the soul of the brand. Reflective of the brand yet commercially driven with flexibility and adaptability to respond to growth, the stores will be globally consistent yet locally relevant, becoming an extension of the target customer’s daily routine.

HEYDUDE Store Design

Image: Served Store Fascia

Our Approach

Prior to designing the concept, our design studio undertook in-depth research into HEYDUDE’s new brand identity, the competitor landscape and consumer profiles, gathered insight about the latest trends, and led several stakeholder interviews to determine a strategy-led design direction that would capture the essence of the brand and categorically support HEYDUDE’s global growth.

We designed two distinct store formats:

  • ‘Self-Served’ – a store format displaying boxed footwear on the shop floor with several size options readily available for each shoe
  • and ‘Served’ – a store format displaying a limited selection of shoes, with store agents retrieving a customer’s desired size from the storeroom as required
HEYDUDE Store Design

Image: Self-Served Interior

HEYDUDE Store Design

Image: Served Interior

While maintain a consistent look and feel, store configurations and the retail furniture characterising the two formats vary greatly to respond to the unique strategy and function for each. For the Self-Served store, we created a space-efficient display accommodating high volumes of stock, whereas the Served store exhibits a more minimalist aesthetic with a greater focus on hero-ing products and awarding customers with a superior service.

HEYDUDE Store Design

Image: Localized Hero Wall

In both formats, our creative concept champions the identity of HEYDUDE™ through the application of the brand’s distinctive, multi-coloured “Flow State” visual, and a colour and material palette consisting of warm timbers, blue sky, seasonal patterned fabrics, stone-coloured walls and key colours drawn from HEYDUDE’s signature branding.

Location-specific ornaments nestled among new product drops displayed on the feature wall, craft-inspired finishes such as stitched category signage, and playful communications found throughout the store pay homage to the local community, the brand’s personality and its superbly crafted footwear.

HEYDUDE Store Design

Results

Our store design concept for HEYDUDE™ uses the brand’s key identity assets to tell a compelling brand story based around their “GOOD TO GO TO™” mantra celebrating the ‘things (or shoes, in this case) that “lift us up, lighten the mood and soften the moments”.

HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA
HEYDUDE Store Wrentham MA

Following the opening of the brand’s first-ever self-served stores in Wrentham MA and Orlando FL , the new concept will continue to be rolled out, globally, across both self-served and served formats in the coming months!

Alongside the new store concept, we have also developed designs for several retail activation and marketing formats, including HEYDUDE™ POS, shop-in-shops and showrooms to support the implementation of the brand’s revised identity and global growth.

HEYDUDE Design
HEYDUDE Furniture Design
HEYDUDE POS Design
HEYDUDE Furniture Design
HEYDUDE Midfloor Unit Design
HEYDUDE Midfloor Unit Design
HEYDUDE Midfloor Unit Design
HEYDUDE Shop-In-Shop Design
Lucy-Mister_NEW-scaled-e1705404767633

Lucy Mister

6th October 2023