Dekaca - Barefoot Shoes

Brand Visual Identity Refresh

Project Details

Client

Aleksa Simić

Industry

Apparel and fashion

Category

Visual Identity Design

Credits

Art Direction & Design - Saša Dragičević

Project Summary

Dekaca is a Serbian barefoot footwear brand that wants to bring the benefits of this type of shoes closer to people in Serbia and offer them at a price that fits our market.

Aleksa, the founder, reached out to me because he wanted to build a strong visual foundation for his brand; something recognizable that can grow and evolve over time.

Since there are already well-known foreign barefoot brands on the market, it was important for Dekaca to stand out. He wanted the brand to look more playful and friendly, not too serious or cold, and visually show that it’s more affordable and approachable.

We quickly realized that the brand’s current look didn’t have enough consistent elements and that the logo felt too childish. The goal was to create an identity that feels playful, natural, and flexible, while still looking modern and accessible.

We designed a new logo that, at Aleksa’s request, kept the original footprint shape in the first letter. We turned that shape into a simple icon, now more abstract, representing movement and playfulness.

The whole identity was enriched with a color palette that feels natural and cheerful, along with typography that also gives off a flexible, lively vibe, just like Dekaca shoes.

Our collaboration started in a rather unusual way, after he(Saša) followed me on Instagram, I checked out his profile, saw what he does and the quality of his work, and immediately reached out to see if he’d be open to working together. And I have absolutely no regrets. He completely transformed the entire look of my brand! From the logo to the color palette, how to combine and use those colors in different contexts, the website design, font usage, even down to the smallest details, I had never paid attention to before. I’m genuinely thrilled with how the brand looks now; it’s incomparable to what it was before.
On top of that, I really appreciated his approach and dedication throughout the whole process. Every time he introduced a change, he’d follow up with a video call so we could talk through it, discuss everything in detail, and adjust anything if needed. Truly a professional and competent person, thank you, Saša!
Our collaboration started in a rather unusual way, after he(Saša) followed me on Instagram, I checked out his profile, saw what he does and the quality of his work, and immediately reached out to see if he’d be open to working together. And I have absolutely no regrets. He completely transformed the entire look of my brand! From the logo to the color palette, how to combine and use those colors in different contexts, the website design, font usage, even down to the smallest details, I had never paid attention to before. I’m genuinely thrilled with how the brand looks now; it’s incomparable to what it was before.
On top of that, I really appreciated his approach and dedication throughout the whole process. Every time he introduced a change, he’d follow up with a video call so we could talk through it, discuss everything in detail, and adjust anything if needed. Truly a professional and competent person, thank you, Saša!

Aleksa Simić

Aleksa Simić

Founder & Owner

Founder & Owner

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