The aim of this project was to create a brand and its coordinated image, starting with the choice of an object that is usually overlooked: I chose a shoehorn. The idea was to enhance an everyday but often overlooked product by giving it a distinctive and sophisticated identity.

The brand name, ‘Don't Use Index Please’, plays on the concept of a precise and delicate gesture, rejecting the use of the index finger to put on shoes, as an invitation to treat the act of wearing them with care. The minimalist and conceptual logo replaces the final letter ‘P’ with an inverted ‘D’, creating a visual harmony between the letters, while the ‘U’ rod has been eliminated to make it symmetrical, giving the brand a clean and elegant appearance.

DUIP's colour palette of green, pink, yellow and white is bold and provocative, drawing attention with its contrast. These colours reflect the brand's fresh, pop approach, while the compact and practical (15 cm) shoehorn is designed to be easily transportable while still maintaining a sleek design.

Marketing posters, such as the one showing a boy using his index finger to put on his shoes with the text ‘Don't Use Index Please’, emphasise the idea of attention to detail, offering a playful and refined experience.