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Spingle
Art direction /
Copy writing /
Creative direction /
Editing /
Graphic design
SPINGLE MOVE Rebranding Project
What we realized from this process was the disconnect between our own passion and the emotions our customers have towards our brand. SPINGLE MOVE is a Japanese handmade sneaker crafted by skilled artisans, known for its comfortable fit that wraps around the feet. Many people have been wearing these shoes for over a decade. However, as we approached the 20th anniversary of our brand's establishment, we paused and noticed that as the company grew, it became increasingly challenging for everyone to share the same vision. At the same time, we didn't fully understand why so many people loved our shoes or even who we were as a brand.
Reflecting on the past 20 years of SPINGLE MOVE, we created a brand book that honestly portrays our journey, both the successes and the areas where we fell short, to understand our current position. This brand book serves as a starting point to discover the direction for the next 20 years. HARKEN was responsible for the overall direction, editing, design, and copywriting of the entire brand book.
A Long-standing Rubber Processing Manufacturer's 60th Year Challenge
Its history traces back to rubber processing. In the thriving manufacturing region of Bingo, Fukuyama City, Hiroshima Prefecture, the rubber processing company NICHIMAN was founded 90 years ago in 1933. NICHIMAN primarily focused on rubber tiles and various products related to footwear, such as rubber boots, rubber-soled cloth shoes, and school shoes. At that time, foreign brand sneakers and low-priced casual sneakers were emerging rapidly. It was during this period that the idea for "doing something new that NICHIMAN couldn't do" arose from the company's president. This inspired a team of about 5 to 6 members to start what would later become Spingle Company. Over a period of five years, they dedicated themselves to product development, and in 2002, the brand was born.
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Refuse. Don't give up. Confidence in our technology.
In the discussions within the company about the value of SPINGLE MOVE, what became evident is that we take pride in being sincere, meticulous, and diligent. We have continued to craft each pair of shoes with great care using the labor-intensive Vulcanizing process. Despite being told that "Vulcanizing won't sell," we persistently refuse to give up on it. We turn down all offers to outsource Vulcanizing as OEM. It is this artisan spirit that forms the core of our identity.
When you wear them, you feel lighter.
"One of the employees in a certain store was told this one day: 'When you wear SPINGLE MOVE, you feel lighter.' At first, it was just a trial, but the moment they put them on, they knew. An entirely new sensation enveloped their feet. In fact, such voices are quite common in our stores. These are the voices that come from spending the longest time with customers. It became the catalyst for realizing that what we are doing is not just making shoes."
There seemed to be a gap between us, who take pride in our craftsmanship, and the customers who share their experiences.
SPINGLE MOVE has been highly praised for its "quality" so far. We never doubted that our unique method of vulcanization was our strength. However, when we asked our customers about its charm, they unanimously mentioned the "comfortable fit" as SPINGLE MOVE's greatest appeal. It became evident that the vulcanization process itself was not a significant factor for those who wear our shoes. Perhaps, our perspective was somewhat limited, and we didn't fully grasp the broader picture.
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From a product-centric approach to an experience-centric one. What matters most is the broader sense of "comfort."
Through unearthing their own charm and listening to the customers' voices, SPINGLE MOVE realized that they were not merely making shoes, but rather creating a pleasant experience through footwear. Shifting from a narrow product-centric perspective to a broader experience-centric one, they began to see new possibilities and perspectives. As a result, they conducted interviews with 100 employees of SPINGLE to discover the essence of the comfort that SPINGLE MOVE embodies.
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Countless comfort steps forward.
As we unravel each individual's thoughts—"Want to create a place rooted in the community," "Aspire to be a global hub for Japanese style," "Desire to create all shoe materials in-house"—it felt like we understood the reasons why SPINGLE MOVE has been continuously loved. For the next 20 years, with the diverse comfort we have collectively guided as our foundation, we want to draw a clear future as one unified force. With everyone's aspirations, we have completed a brand book that reflects on the past 20 years, understands the present, and lays the groundwork for the next 20 years.
