Celebrating Every Step of Individuality

Skoringen, a name long associated with accessible and practical footwear, came to us with an ambition to transform their private label brand B&CO. They sought to elevate their standing from being a simple provider of shoes to becoming a curator of stories, style, and self-expression. In a market crowded with fastfashion and fleeting trends, Skoringen recognized the need to shift from generic private labels to a refined portfolio of brands that resonate deeply with their audience. NOË, one of these brands, was envisioned as an empowering platform for women aged 28–55 to express their uniqueness and creativity, embracing every facet of themselves.

NOË was born from deep consumer insight. Millennials and Gen X women don’t want brands that tell them who to be - they want brands that reflect who they are. These insights shaped NOË’s tagline, "Unique as You Are," and informed every strategic and creative decision.

We approached this transformation by creating a brand universe that embodies Scandinavian simplicity. The serif logo draws inspiration from the fashion world, hinting at craftsmanship and tradition while remaining modern and approachable. Soft, warm hues in the brand’s palette evoke authenticity and comfort, while the design language - clean yet expressive - creates space for personal stories to emerge. From the shoeboxes to in-store displays, every detail of NOË’s touchpoints was meticulously designed to seamlessly carry its ethos.

Campaigns featured a diverse range of representations, creating emotional connectionswith audiences and allowing the brand’s promise to resonate. These campaigns weren’t solely about selling shoes - they were about inspiring confidence, creativity, and individuality.

NOË is more than a product line; it’s part of a broader strategic vision to redefine Skoringen as a leader in Scandinavian retail with the overarching vision of providing "Shoes for the circle of life."

NOË complements Skoringen’s other private label brands within the portfolio, each adding a distinct voice to the larger narrative. By leaning into its heritage while embracing modernity, Skoringen’s multi-brand strategy has already begun to reshape how consumers see and connect with the company.

The result? A transformed perception of Skoringen, stronger customer loyalty, and a brand - NOË - that stands as a beacon of timeless design and empowerment.

‍