VIBAe is a Finnish shoe company whose team consists of a tight group of family and friends. The first pair of shoes were sold in 2020. Their mission is to create a new standard of ecological, ergonomic footwear that is ethically made. As startup entreprenuers, Kalle and Minna got an idea for their brand through a camper van trip, partnering up with Portuguese shoe designer Ludo who considers the shoes he wears on his feet are his way of connecting with humanity.
Audience: People who are looking for an every-day shoe and who appreciate the comfortability of a shoe, as well as the functionality and durability.
Problem: Lack of functional and sustainable pair of shoes that could be worn all year around while keeping the comfortability throughout the climate conditions.
Solution: Through emphasizing the reasoning behind the design choices creates trust towards the brand. By interviewing designers the customers get to look behind the scenes of the craftmanship which creates authenticity. As the brand originated from travelling, the brand has expanded to cities around the world streghtening the mission. As the designs come from personal needs for good footwear (not through trends), it makes the brand relatable and customer-centric. The ergonomic point of view is presented by showcasing the shoes being worn at different jobs, such as in healthcare, strenghetenig the purpose.