Smith & Milton will attempt to capture the essence of the fifties after being commissioned to design the packaging for Rupert Sanderson’s first men’s shoe line.

The London-based agency will create limited-edition boxes and point of sale materials for the new range of Saddled Oxford shoes for men by Sanderson.

“Or challenge will be to create a design that captures both the spirit and optimism of the fifties era, but make it relevant for today’s modern man on the street,” said an agency spokeswoman.

“Whilst we will explore classic American iconography it will be important that this brand is seen as a cool and relevant part of today’s fashion and not a nostalgia trip,” she added.

via Shoe designer commissions Smith & Milton for limited edition boxes | packagingnews.co.uk.

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