WHEN YOU SHINE WE SHINE
Brand Re-Launch for Walter's Shoe Care
The advice of E. F. Walter is just as good today as it was over a century ago. Walter’s Shoe Care found its voice in its founder, Ernst F. Walter — a craftsman whose honest advice and timeless wisdom have kept the brand shining for over 117 years. That legacy became the foundation for a modern relaunch. One that connects Walter’s old-world charm to new products, fresh experiences and a new generation of customers.
Client
Elemento
Year
2023
Scope of Work
Advertising & Promotions
Brand Design
Collaborators
Alan Marr
Eden Robbins
Emmet Koudis
Len Dang
Yauheni Baldziusau
PUTTING A SHINE IN PEOPLE'S DAY SINCE 1893
For decades, Walter’s quietly supplied premium white-label shoe-care products to retailers around the world. Everything from polishes and laces to insoles and protectors. Our challenge was to bring the brand itself into the spotlight, positioning Walter’s as a trusted, premium name with authentic roots, but with a contemporary feel.
Walter’s stepped beyond the shelf and right into people’s everyday lives. At Toronto Pearson International Airport, weary travellers were treated to an authentic brand experience — a professional shoe shine delivered with the same care and attention the company was built on. Paired with a playful social campaign that let people “send a shine” to a friend, the initiative brought the Walter’s spirit of service, craft and connection to life in a whole new way.
