The orthopedic shoes of the MBT – Masai Barefoot Technology – brand experienced significant expansion in many European countries, particularly from 2006 onwards. Laborrotwang had the privilege of counting MBT among its key clients during these years and was responsible for the brand’s trade fair and shop design.
Through close collaboration with MBT, various guidebooks on topics such as retail marketing, visual merchandising, and shop design were developed and regularly updated. These detailed manuals covered aspects such as opening an MBT shop – from assessing potential locations and determining the required retail space to planning timelines for collaboration with the parent company and finally launching the store. Additionally, they outlined fundamental principles for product arrangement within the shop, guidelines for window display presentations, and other key retail aspects.
Early on, we developed a distinctive visual style featuring relatively rough, sketch-like drawings for backgrounds combined with 3D-rendered highlight objects. The unique typography was adopted from the corporate identity guidelines set by MBT’s lead agency, yet it worked seamlessly with our concept. Even though MBT has lost some of its brand relevance, the content of these guides remains largely applicable to this day.
