2025
Solesafe India
Solesafe is a premium shoe care ecosystem designed to transform routine maintenance into a refined ritual.
Shoecare
End-to-End
For Hypebeasts, By Hypebeasts
Solesafe creates premium, minimalist shoe care essentials. From deep-cleaning solutions to structural crease protectors, we provide high-performance tools designed to preserve your footwear’s life without cluttering your space.®
From Chore to Ritual
Solesafe started as a solution to a problem the brand owner saw daily on his reselling platform: the 'after-market' anxiety. Customers loved the shoes but feared the wear. We needed a name that was immediate and functional, resulting in Solesafe.
To match this directness, we developed an identity system. The logo utilizes a single, continuous line art shoe, symbolizing the seamless flow of a well-maintained rotation. We juxtaposed this simplicity with an unexpected color story: Black for premium positioning, Lavender to evoke freshness and distinction, and Off-White to maintain a clean, breathable canvas. It is a brand built on clarity, from the name on the bottle to the color on the box.
- Prajwal 'PrajE' Singh
Form vs. Function
Balancing minimalism (our hands were tied), educational utility, adapting to the emerging Indian market, designing distinct formats for foam bottles and crease protectors, prioritizing clear directions of use, and shifting user behavior away from wet wipes.
Designing for the Foam Bottles and Crease Protectors required a delicate balance between our brand codes and heavy utility. In India, the transition from using standard wet wipes to professional care products requires education. If the customer doesn't understand how to use it, the product fails.
I decided that the packaging itself had to bridge this knowledge gap. We treated the back-of-pack not as legal text, but as a primary user interface. We stripped away marketing fluff to make room for concise, step-by-step directions and iconography. We ensured the text was legible and the instructions were prominent, giving the user confidence. The result is packaging that looks quiet on the shelf but speaks volumes when you hold it, guiding the user through a new ritual of care.
- Wanbantei 'ShR3d' Nongsiej
Distribution Channel Strategy
Strategic stock allocation using a 3:5 ratio, influencer seeding leveraging existing networks, channel segmentation based on unit economics, limiting marketplace inventory due to low margins and delayed disbursements, prioritizing direct-to-consumer sales and physical retail, and establishing partnership terms via partial credit.
To launch Solesafe, I implemented a tiered distribution strategy. Step one was 'The Seeding': we reserved 20 premium kits for influencers, tapping into the owner’s pre-existing connections in the sneaker community to generate organic buzz before we even shipped a unit.
For sales, I split the remaining stock in a 3:5 ratio. The minority share (3) went to volume drivers like Amazon, Flipkart, and quick-commerce apps (Blinkit, Zepto). While necessary for visibility, I restricted inventory here to mitigate the impact of high commissions and slow payment cycles. The majority share (5) was driven through our highest-margin channels: our own website and physical sneaker boutiques. For the latter, we navigated the entry barrier by establishing a partial credit model, ensuring we got our product on shelves without compromising our financial stability.
- Muqsith 'Christian Dior' Rasheed
Future Roadmap & Scalability
Scaling through personalized social media, expanding the footwear product ecosystem, activating the brand via events and collaborations, and integrating into a brick-and-mortar retail presence.
My vision for Solesafe is rooted in building a community that grows with the brand. Our scalability will be driven primarily by social media, where we speak directly to our core audience of early teens. We will maintain a highly personal language, focusing campaigns on actionable information and participating in relevant trends.
The product roadmap expands the concept of 'safety' beyond cleaning by introducing a complete footwear ecosystem. This includes structural solutions like memory foam soles and shoe cases, and hygiene essentials like anti-fungal sprays and socks. To rapidly expand our physical footprint, we are eager to activate the brand through strategic partnerships, including pop-up and influencer events, collaboration with UGC creators, and event sponsorships.
The ultimate goal is the seamless integration of Solesafe with the existing shoe reselling platform. This unified entity will eventually manifest as a brick-and-mortar destination, serving as a premium retail spot and a dedicated shoe care experience center.
- Shanid 'Hipster' K.
More Works
(GQ® — 02)
©2024
More Works
(GQ® — 02)
©2024
FAQ
FAQ
01
What does a DS BUREAU project roadmap look like?
02
How is your pricing structured?
03
Are projects executed on a fixed scope or a retainer basis?
04
How will our brand measure the ROI of your art-first design?
05
What metrics do you use to measure a market entry?
06
What "intel" do we need to provide to initiate the project?
07
How do you ensure the final design and strategy remain easy for our internal team to deploy and maintain?
08
What design or marketing assets do we retain ownership of after project completion?
01
What does a DS BUREAU project roadmap look like?
02
How is your pricing structured?
03
Are projects executed on a fixed scope or a retainer basis?
04
How will our brand measure the ROI of your art-first design?
05
What metrics do you use to measure a market entry?
06
What "intel" do we need to provide to initiate the project?
07
How do you ensure the final design and strategy remain easy for our internal team to deploy and maintain?
08
What design or marketing assets do we retain ownership of after project completion?
2025
Solesafe India
Solesafe is a premium shoe care ecosystem designed to transform routine maintenance into a refined ritual.
Shoecare
End-to-End
For Hypebeasts, By Hypebeasts
Solesafe creates premium, minimalist shoe care essentials. From deep-cleaning solutions to structural crease protectors, we provide high-performance tools designed to preserve your footwear’s life without cluttering your space.®
From Chore to Ritual
Solesafe started as a solution to a problem the brand owner saw daily on his reselling platform: the 'after-market' anxiety. Customers loved the shoes but feared the wear. We needed a name that was immediate and functional, resulting in Solesafe.
To match this directness, we developed an identity system. The logo utilizes a single, continuous line art shoe, symbolizing the seamless flow of a well-maintained rotation. We juxtaposed this simplicity with an unexpected color story: Black for premium positioning, Lavender to evoke freshness and distinction, and Off-White to maintain a clean, breathable canvas. It is a brand built on clarity, from the name on the bottle to the color on the box.
- Prajwal 'PrajE' Singh
Form vs. Function
Balancing minimalism (our hands were tied), educational utility, adapting to the emerging Indian market, designing distinct formats for foam bottles and crease protectors, prioritizing clear directions of use, and shifting user behavior away from wet wipes.
Designing for the Foam Bottles and Crease Protectors required a delicate balance between our brand codes and heavy utility. In India, the transition from using standard wet wipes to professional care products requires education. If the customer doesn't understand how to use it, the product fails.
I decided that the packaging itself had to bridge this knowledge gap. We treated the back-of-pack not as legal text, but as a primary user interface. We stripped away marketing fluff to make room for concise, step-by-step directions and iconography. We ensured the text was legible and the instructions were prominent, giving the user confidence. The result is packaging that looks quiet on the shelf but speaks volumes when you hold it, guiding the user through a new ritual of care.
- Wanbantei 'ShR3d' Nongsiej
Distribution Channel Strategy
Strategic stock allocation using a 3:5 ratio, influencer seeding leveraging existing networks, channel segmentation based on unit economics, limiting marketplace inventory due to low margins and delayed disbursements, prioritizing direct-to-consumer sales and physical retail, and establishing partnership terms via partial credit.
To launch Solesafe, I implemented a tiered distribution strategy. Step one was 'The Seeding': we reserved 20 premium kits for influencers, tapping into the owner’s pre-existing connections in the sneaker community to generate organic buzz before we even shipped a unit.
For sales, I split the remaining stock in a 3:5 ratio. The minority share (3) went to volume drivers like Amazon, Flipkart, and quick-commerce apps (Blinkit, Zepto). While necessary for visibility, I restricted inventory here to mitigate the impact of high commissions and slow payment cycles. The majority share (5) was driven through our highest-margin channels: our own website and physical sneaker boutiques. For the latter, we navigated the entry barrier by establishing a partial credit model, ensuring we got our product on shelves without compromising our financial stability.
- Muqsith 'Christian Dior' Rasheed
Future Roadmap & Scalability
Scaling through personalized social media, expanding the footwear product ecosystem, activating the brand via events and collaborations, and integrating into a brick-and-mortar retail presence.
My vision for Solesafe is rooted in building a community that grows with the brand. Our scalability will be driven primarily by social media, where we speak directly to our core audience of early teens. We will maintain a highly personal language, focusing campaigns on actionable information and participating in relevant trends.
The product roadmap expands the concept of 'safety' beyond cleaning by introducing a complete footwear ecosystem. This includes structural solutions like memory foam soles and shoe cases, and hygiene essentials like anti-fungal sprays and socks. To rapidly expand our physical footprint, we are eager to activate the brand through strategic partnerships, including pop-up and influencer events, collaboration with UGC creators, and event sponsorships.
The ultimate goal is the seamless integration of Solesafe with the existing shoe reselling platform. This unified entity will eventually manifest as a brick-and-mortar destination, serving as a premium retail spot and a dedicated shoe care experience center.
- Shanid 'Hipster' K.
More Works
(GQ® — 02)
©2024
FAQ
01
What does a DS BUREAU project roadmap look like?
02
How is your pricing structured?
03
Are projects executed on a fixed scope or a retainer basis?
04
How will our brand measure the ROI of your art-first design?
05
What metrics do you use to measure a market entry?
06
What "intel" do we need to provide to initiate the project?
07
How do you ensure the final design and strategy remain easy for our internal team to deploy and maintain?
08
What design or marketing assets do we retain ownership of after project completion?
2025
Solesafe India
Solesafe is a premium shoe care ecosystem designed to transform routine maintenance into a refined ritual.
Shoecare
End-to-End
For Hypebeasts, By Hypebeasts
Solesafe creates premium, minimalist shoe care essentials. From deep-cleaning solutions to structural crease protectors, we provide high-performance tools designed to preserve your footwear’s life without cluttering your space.®
From Chore to Ritual
Solesafe started as a solution to a problem the brand owner saw daily on his reselling platform: the 'after-market' anxiety. Customers loved the shoes but feared the wear. We needed a name that was immediate and functional, resulting in Solesafe.
To match this directness, we developed an identity system. The logo utilizes a single, continuous line art shoe, symbolizing the seamless flow of a well-maintained rotation. We juxtaposed this simplicity with an unexpected color story: Black for premium positioning, Lavender to evoke freshness and distinction, and Off-White to maintain a clean, breathable canvas. It is a brand built on clarity, from the name on the bottle to the color on the box.
- Prajwal 'PrajE' Singh
Form vs. Function
Balancing minimalism (our hands were tied), educational utility, adapting to the emerging Indian market, designing distinct formats for foam bottles and crease protectors, prioritizing clear directions of use, and shifting user behavior away from wet wipes.
Designing for the Foam Bottles and Crease Protectors required a delicate balance between our brand codes and heavy utility. In India, the transition from using standard wet wipes to professional care products requires education. If the customer doesn't understand how to use it, the product fails.
I decided that the packaging itself had to bridge this knowledge gap. We treated the back-of-pack not as legal text, but as a primary user interface. We stripped away marketing fluff to make room for concise, step-by-step directions and iconography. We ensured the text was legible and the instructions were prominent, giving the user confidence. The result is packaging that looks quiet on the shelf but speaks volumes when you hold it, guiding the user through a new ritual of care.
- Wanbantei 'ShR3d' Nongsiej
Distribution Channel Strategy
Strategic stock allocation using a 3:5 ratio, influencer seeding leveraging existing networks, channel segmentation based on unit economics, limiting marketplace inventory due to low margins and delayed disbursements, prioritizing direct-to-consumer sales and physical retail, and establishing partnership terms via partial credit.
To launch Solesafe, I implemented a tiered distribution strategy. Step one was 'The Seeding': we reserved 20 premium kits for influencers, tapping into the owner’s pre-existing connections in the sneaker community to generate organic buzz before we even shipped a unit.
For sales, I split the remaining stock in a 3:5 ratio. The minority share (3) went to volume drivers like Amazon, Flipkart, and quick-commerce apps (Blinkit, Zepto). While necessary for visibility, I restricted inventory here to mitigate the impact of high commissions and slow payment cycles. The majority share (5) was driven through our highest-margin channels: our own website and physical sneaker boutiques. For the latter, we navigated the entry barrier by establishing a partial credit model, ensuring we got our product on shelves without compromising our financial stability.
- Muqsith 'Christian Dior' Rasheed
Future Roadmap & Scalability
Scaling through personalized social media, expanding the footwear product ecosystem, activating the brand via events and collaborations, and integrating into a brick-and-mortar retail presence.
My vision for Solesafe is rooted in building a community that grows with the brand. Our scalability will be driven primarily by social media, where we speak directly to our core audience of early teens. We will maintain a highly personal language, focusing campaigns on actionable information and participating in relevant trends.
The product roadmap expands the concept of 'safety' beyond cleaning by introducing a complete footwear ecosystem. This includes structural solutions like memory foam soles and shoe cases, and hygiene essentials like anti-fungal sprays and socks. To rapidly expand our physical footprint, we are eager to activate the brand through strategic partnerships, including pop-up and influencer events, collaboration with UGC creators, and event sponsorships.
The ultimate goal is the seamless integration of Solesafe with the existing shoe reselling platform. This unified entity will eventually manifest as a brick-and-mortar destination, serving as a premium retail spot and a dedicated shoe care experience center.
- Shanid 'Hipster' K.
More Works
©2024
FAQ
What does a DS BUREAU project roadmap look like?
How is your pricing structured?
Are projects executed on a fixed scope or a retainer basis?
How will our brand measure the ROI of your art-first design?
What metrics do you use to measure a market entry?
What "intel" do we need to provide to initiate the project?
How do you ensure the final design and strategy remain easy for our internal team to deploy and maintain?
What design or marketing assets do we retain ownership of after project completion?