At Last Shoes is a boutique store selling beautiful ladies shoes in large sizes. The company was born out of the owners frustrations of not being able to find attractive shoes that would fit! We were approached to reposition their brand identity as they planned to close their retail outlet and sell merchandise purely online. Our solution is inspired by the nursery rhyme “There was an old woman who lived in a shoe”. We rewrote several lines of the rhyme to reassure potential customers that they need look no further for fashionable large shoes and empower women with large feet to enjoy life. Playing on the large scale of the shoe in the rhyme, we commissioned Rebecca Wetzler, a Melbourne based artist, to illustrate glamorous lifestyle scenes. Adopting the bright colour palette we established, countless illustrations can be imagined for future marketing purposes.