of making durable leather goods, defined by quality & style, and with a strong presence in
the American footwear landscape. As part of the in-house design team, I worked on the Frye
2016 re-branding, including identity, typography system, collateral, and packaging design.
Inspired by the company’s heritage and craftsmanship, the identity reflects its commitment
to quality and iconic design. Combining the artisanal touch of the craft paper with modern
typography, the visual system showcases a contemporary character while elevating Frye
to a timeless footwear brand.
The identity was extended to the entire brand, including retail tags, shoe boxes,
shopping bags and leather-care products.
CREDITS
ROLE: GRAPHIC DESIGN, STYLING & RETOUCHING
CLIENT: THE FRYE COMPANY
SENIOR DESIGNER: JANINE COSTAGLIOLA
DESIGNER: LINA AHN
LOGO DESIGN: WEDNESDAY AGENCY
PRODUCT PHOTOGRAPHY: RUDOLF COSTIN
