Jihoon.Folio
NewLight
MAS Official
Footwear Start-Up
MAS Official is a community-driven footwear brand with a focus on family, guided by the ethos of “us and the family.” The brand fosters connection and togetherness among family members, friends, and communities through thoughtful design and user experience. Its three core attributes — comfort, sustainability, and technology — support the overarching goal of cultivating unity.
MAS Official draws inspiration from the way different cultures connect through gatherings and shared meals, translating this sense of community into footwear that encourages connection and shared experiences.
Research revealed a gap in the market for footwear tailored to this audience. MAS Official addresses this by offering a product line designed specifically for these needs. In the post-pandemic market, where sustainability and essential products dominate, the brand responds to a more conservative consumer mindset by providing footwear that combines purpose, comfort, and meaningful design. solely what they need.
Presenting the official/main, and alternative logo for MAS Official below. The use of cursive writing style adds to an old-time classic aesthetic whilst being modern. The three birds show the transition of motion ('moving') that refers back to our brand goal, which is to introduce and offer a footwear that aids our target audiences to perform and be more active/efficient. And just like the core ethos 'Us' which directly translates to MAS, as birds always travel in 'flocks', it symbolise that the brand is a community-focused and will grow together with our MAS community.
Early sketches during the pandemic season; exploring different shapes, silhouettes, pattern, profile and sole details. Visualising with our target group wearing our design in mind as we develop these concepts.
Making use of the programs we had access to due to the lockdown circumstances, selection of the concept design candidates were then discussed with my business partner and we further fleshed out the silhouette design through different types of programs. Completed design with colourway options were completed in Adobe Illustrator as shown below.
Silhouette Design #1 - "Life Travel"
The Life Travel is a fitness orientated footwear designed for athletic-leisure activities. Its name came to be about the journey you take through life with each step moving forward which helps to improve the wellbeing of its wearer. On the path of life, many become sidetracked by responsibilities or events that are in and out of their control, which leads to a state of unable to perform and maintain activities that we require for our health and wellbeing (limited options are available and appropriate for the individuals/their needs). Coming to realise this, MAS Official introduces Life Travel. It assists in motivating each individual to live a health-conscious driven lifestyle. With the new lifestyle that encourages the wearer to be more active, assisting individuals to create healthier relationships between all aspects of their life. ​​
Silhouette Design #2 - "Heritage Club"
The Heritage Club is a lifestyle orientated footwear designed for daily and smart casual use. The name heritage club has come from the ties between passing things down through generations, the outcome is the generational refinement of different stages in life produced by encapsulating the idea of what “timeless” footwear should be. As trends change over time, the difficulty of finding appropriate footwear that is comfortable and is aimed at our target audience is ever increasing. We saw a design opportunity within the difficulties of finding appropriate footwear for casual, daily and formal events. Therefore, designed for our target audience, the silhouette is appropriate and versatile for daily/casual wear. Through slight changes in colours and materials its usage is adaptable to different purposes for the individual.