Crazy ever since
There are things you need. And then there are shoes. They are objects of desire, lucky charms, sometimes even full-blown obsessions. For HUMANIC, the Austrian shoe brand with over 150 years of history, this universal passion became the starting point for a radical repositioning—or rather, a pre-design that translates the brand’s original DNA into the future.

Back to the Future
In close collaboration, Rosebud andZündel Branding searched for—and found—the essence of what has always defined HUMANIC: the fusion of tradition and avant-garde, heritage and innovation. HUMANIC becomes SHOEMANIC—a play on words that is more than just clever. It’s an admission of a collective »madness« shared by customers and employees alike. The new claim, shoemanic since 1872, turns this emotion into a promise and ties it to the authority of a heritage brand.

Obsession as a Concept
The campaign Crazy About Shoes playfully embraces this obsession. It creates a flexible system of visuals and messages that celebrate a simple truth: the love for shoes knows no limits.

Moments of Seduction
In intimate close-ups, shoes become protagonists of personal stories. The images capture moments of pure joy, quiet admiration, and exuberant happiness. They serve as both an invitation and a reflection—for everyone who shares this special kind of madness.

Rosebud and Zündel Branding provide brand strategy, positioning, pre-design, corporate identity, art direction, digital branding, and brand communication. Photography: Bazzoka.