More than a clothing brand, Heel proposes an alternative production model. The new corporate design aims to create the unique world of Heel, where the corporate values of optimism, team work, ecology and modern urban lifestyle are highlighted. The logotype communicates corporate values of optimism, team work, ecology and modern urban lifestyle, emphasizing the spontaneous and ingenuous aspects of the brand culture and philosophy of Heel Athens Lab. The look & feel elements of the new identity combine illustrations inspired by nature and city life, along with messages that express everyday life emotions, framed by a unique triangle pattern.

Last but not least, a very important element of the new identity is the Heel Font, which was especially designed for the company in order to emphasize on the spontaneous and ingenuous aspects of the brand culture and philosophy.