Heydude unveils new brand identity under Crocs

By

Jennifer Braun

Published
Jul 15, 2022

Footwear label Heydude has unveiled a fully revamped brand identity created with the aim to reach new and existing fans. 

The brand identity is centered around a platform called 'Good To Go-To', which means that in a world that can be filled with the negative, your “go-to’s” make you feel supported and happy. 

The “go-to” vibe is brought to life through new logos, fonts and a color palette that evokes a genuine, trusted, tried-and-true feel. The new look also include elements that have a hand-drawn, slightly worn feel, as well as creative messaging.

The identity was inspired by consumers and is the result of dozens of focus groups across America, online forums engaging hundreds of people and a comprehensive consumer segmentation study. The brand, which was founded in Italy in 2008, also collaborated with consumers by gathering their feedback as it explored the different positioning possibilities.

“Our fans share an off-the-charts love for Heydude shoes. We’re going to honor that by continuing to make their favorites and introduce newness that lives up to that unparalleled Heydude feeling – the cushiest, comfiest, airiest, featheriest, lightest shoes off Earth,” said president Rick Blackshaw.

“As we kick off this next chapter of Heydude, we challenged ourselves to discover the soul of the brand and to express that in ways that celebrate our unbelievable fans and the product they love.”

The brand identity revamp comes as the footwear label pushes to become a $1 billion brand under Crocs. Heydude was acquired by Crocs in February. The acquisition was funded by 2.05 billion dollars in cash and 2,852,280 shares issued to Hey Dude's founder.