Mochiko

Mochiko had operated as a B2B footwear manufacturer, building shoes for other companies to sell under their own name. In 2023, Agilitas acquired it and needed the brand to carry the new positioning we set up for them - Step Up Together. The question was simple and direct: how do you build an identity around that line without it just being a strapline sitting next to a logo.

Our strategy started with one truth: the product is the brand. Mochiko makes shoes, so the identity had to come from a shoe. The positioning sits in the laces, where "Step Up Together" is built in as steps, so the product and the message read as one thing, not two.