Sneaker Cleaner
Take a look at a selection of our recent projects, crafted with care and designed to make an impact. Each one tells a story of creativity, collaboration, and results.
Overview
I led Sneaker Cleaner as a product-led brand, designing the entire customer experience end to end. I defined the positioning, then built the physical and digital product around it, packaging, uniforms, storefront, content, and a Shopify-based service platform. Every decision balanced craft, scalability, and usability, with a strong focus on materials, process, and human touchpoints. The result was a premium service product that introduced a new high-street category, earned national media coverage, and proved that craftsmanship and systems thinking can coexist at scale
Packaging
Housed in raw, unfinished kraft boxes, chosen both for their tactile, workshop feel and their increased biodegradability.
Each box was sealed securely, protecting the sneakers during delivery while reinforcing a sense of precision and purpose.
Every order was individually marked by hand, with order numbers written directly onto the box to signal bespoke human involvement.
Inside, the sneakers were wrapped in lightly scented tissue paper that hugged the shoes, creating a fresh, clean first impression when opened.
All packaging was produced in collaboration with local suppliers, allowing for small-batch runs, cost control, and a level of flexibility that aligned with the bespoke nature of the service.
Interactive Visual Experience
The workshop was intentionally designed to be visible and dynamic, even after hours. Lit displays showcased freshly cleaned, high-end sneakers, while team members could be seen working through the front window. Signage and subtle cues guided attention, creating an uncommon, eye-catching sight in a corporate area. This approach sparked curiosity, drove organic foot traffic, and became a talking point in the community, people often walked in spontaneously to drop off their shoes the following day.
The visual intrigue extended beyond the storefront: the office and workshop environment became a creative backdrop for national campaigns, from TV ads filmed on-site to collaborations with banks and leading retailers, all eager to leverage the authenticity and craft-driven aesthetic of Sneaker Cleaner.
Uniform
The uniform reflects the heritage craft at the heart of the brand. Employees choose their own shoes, bringing authentic footwear knowledge and personality to the role.
Dungarees were intentionally styled to look worn and lived-in. We added brush marks, sandpaper roughing, and subtle paint splatters give the impression of a hands-on, hardworking workshop.
Every detail conveys experience, craftsmanship, individuality and a connection to the tactile, bespoke nature of Sneaker Cleaner.
Online Store & Notifications
The website and email system were designed as an extension of the physical service, not a separate marketing layer. Built on Shopify, the site prioritised clarity, trust, and ease of use, clearly outlining service tiers while reinforcing the premium, bespoke nature of the brand through considered imagery and tone.
Email notifications were treated as product touch points rather than utilities, guiding customers through each stage of the process with calm, informative messaging that mirrored the in-store experience. Together, the website and email flow formed a cohesive service platform that supported scalability without sacrificing the personal, human feel central to Sneaker Cleaner.
I designed all print promotional and operational assets for Sneaker Cleaner, taking each piece from initial prototype in my studio to full production.
Every detail was purposeful, from typography and layout to materials and finishes, ensuring the tactile experience reflected the brand’s premium, bespoke positioning.
This included promotional collateral as well as functional assets like order booklets with carbon copy paper, designed to capture one-to-one in person service interactions while maintaining a hands-on, craft-driven feel.