Sunnystep
Project
Sunnystep: A refreshed brand for science-backed footwear.
Singapore’s DTC footwear brand Sunnystep enlisted global agency Motto® to reposition itself as a lifestyle force. With 12 retail stores and global aspirations, Sunnystep embraced a rebrand to sharpen identity, voice, and visuals that resonate worldwide.
The footwear market is saturated with comfort-tech brands. Sunnystep’s founding story – Ting Mao’s journey through recovery – serves as an authentic touchpoint. The rebrand aimed to elevate Sunnystep from “just comfy shoes” to a movement-leading lifestyle brand centered on science, joy, and sustainability.
Published
June 2025
Agency
Motto
From a comfortable shoe, to a lifestyle brand.
The crowded footwear market is saturated with brands emphasizing comfort and technology, often blending into a sea of similar narratives. Sunnystep’s unique origin story, rooted in founder Ting Mao’s personal recovery journey, provides an authentic opportunity to stand apart.
By leveraging the “Joy of Movement” philosophy and emphasizing science, sustainability, and style, the rebrand seeks to carve a distinctive niche, inspiring consumers to embrace movement as a joyful and liberating experience.
At its core, the “Joy of Movement” became the Idea Worth Rallying Around® for the Sunnystep brand. This idea inspires a more active and fulfilling lifestyle, extending beyond products to create a positive impact. Embracing the ‘Hero’ archetype, the brand empowers customers to overcome challenges and embrace their personal journeys toward wellness. This inherently took the brand to further heights outside of it being a wearable brand, but as a lifestyle brand.
Finding an own-able color in a highly saturated market can always serve as a challenge. However, taking in our Brand Strategy and Verbal Identity, we were inspired by consistent themes of energy and movement throughout Sunnystep’s story. The color palette features black, white, and Sunkissed Orange, complemented by softer gradients for a dynamic feel. Photography focuses on dynamic angles and joyful movement in both urban and natural settings, with product imagery showcasing the innovative design details.
