Birkenstock

Under the direction of world-wide agency Base Design, sub.stnc® was requested to do R&D for the famous German brand: Birkenstock and their concept: "Walk Like Nature Intended."

Reason For Undertaking The Project

When we think of quality, we think of something made to last—a dedication to craftsmanship, authenticity, and thoughtful design that stands the test of time. For us, quality means no shortcuts, no compromises.

This philosophy perfectly aligns with Birkenstock, whose products are all about durability, comfort, and a deep connection to nature. When Base Design approached us to create visual explorations for Birkenstock, it immediately felt like a natural fit.

The brief centered around sensoriality and nature-inspired aesthetics, capturing the feeling of being grounded and truly connected to the footbed. It called for a warm, natural, and tactile approach—moving away from a technical or cold look and instead creating something warm.

Challenges During The Production Phase

One of the biggest challenges we faced during production was finding the right visual transitions—specifically from footprint to sole, and from sole to shoe. We explored countless ideas for these transitions, but many of them felt forced or overcomplicated.

None of them truly captured the natural and grounded aesthetic we were aiming for. After much trial and error, we decided to simplify the approach. Instead of relying on multiple camera angles or complex movements, we kept a single, consistent perspective for a longer duration.

This allowed the transitions to feel seamless and natural, staying true to the brief’s emphasis on groundedness and sensoriality. It was a reminder that sometimes less is more when it comes to visual storytelling.

Phase One – RnD (Footprint)

The first phase of the project was primarily focused on demonstrating the level of quality we are capable of producing. We had a very tight deadline of just two weeks for this phase, which added extra pressure.

A significant amount of time was spent experimenting with textures, motion, and materiality to convey a sense of connection and grounding. It was important that the footprint felt tactile and natural—something that embodied the essence of “walking as nature intended.”

Despite our efforts, we weren’t able to achieve a fully natural and satisfying representation of the footprint until Phase Two of the project. This first phase, however, gave us the foundation and insight needed to refine our approach moving forward.

Phase One – RnD (Footprint → Sole)

Final Deliverable_v001

This final version was created under a very tight deadline, designed to showcase our capabilities and deliver high-quality results in a short timeframe. The client was impressed with the execution. However, the complexity of certain elements prompted them to give us additional time to refine the concept further. With this feedback, we returned to the drawing board, ready to simplify and improve for Phase Two.

Phase Two – RnD (Footprint)

With additional time granted, Phase Two focused on refining the footprint representation to make it feel as natural as possible.

Phase Two – RnD (Footprint → Sole)

By sticking to a consistent camera angle and emphasizing material textures, we created a flow that enhanced the narrative without overcomplicating it.

Final Deliverable_v002

The second version of the deliverable focused on simplicity and authenticity. This version featured a seamless transition from footprint to sole and sole to shoe, achieving a smooth and natural movement.