Azyrrha: A Footwear Story Crafted Through Choice, Character and Imagination

A project by 8020 Design Studio

Azyrrha began as a question. What would happen if a footwear brand allowed people to shape their pair through choices that reflected their personality. Not by picking from a shelf, but by selecting materials, colours, and forms that felt personal. From that question grew a vision for a modern Indian label rooted in craftsmanship and expression. As a branding studio, our task was to translate that vision into a complete brand presence with clarity, structure, and emotion.

This case study outlines how we approached research, identity development, photography, digital design, and the launch of the brand.

1. Listening to the Market and Finding the Spark

During our research, one insight shaped the foundation of the project. Most footwear brands in India and overseas offer limited personal influence. Azyrrha changed that dynamic by giving customers meaningful choices across the model, leather, colour and size.

This created a different emotional experience. Customers were no longer selecting a finished product. They were shaping a pair that carried a sense of self. That shift guided the strategy that followed.

2. Positioning the Brand and Defining its Spirit

Azyrrha’s catalogue included nearly thirty models, five leather families, and a refined palette of colours. The challenge was not the variety itself but how to present it in a way that felt inviting rather than overwhelming.

We positioned the brand around personal identity. Each pair became a subtle signature of the wearer’s choices. This direction led to the line Stride and Statement.

Stride conveys direction and confidence. A statement conveys individuality and character. Together, they express a brand that respects the personal stories people bring to their footsteps.

3. Shaping the Visual Identity and Creating the Mark

We approached the identity exploration as a study of form. Early sketches captured how subtle curves and lines influence balance and elegance. Through refinement, a clear direction emerged.

The final symbol brought three guiding elements together. The stability of a heel. The refinement of a pointed toe.A horizon line that suggested global inspiration, movement, and possibility.

The mark became the anchor of the visual system, quiet and contemporary, reflecting the principles of a thoughtful logo design studio.

4. Photographing the Product and Building a Visual World

Azyrrha’s customisation model created hundreds of possible combinations. Photographing every physical variation would have required significant production. We created a workflow that balanced accuracy, efficiency and craft.

Florence in various leathers and colours. Photo Credits: Ram Vignesh

Ecommerce Photography

• Representative pairs were selected for precise shooting.

• High-resolution images supported digital refinements for additional variants.

• This maintained visual accuracy without unnecessary manufacturing.

• More than one hundred products were photographed, and over three hundred final assets were prepared.

The result was a catalogue ready for ecommerce, consistent and true to the craft.

Lifestyle Photography

We then created environmental scenes that reflected everyday life. Within compact setups, we designed contexts inspired by work, leisure, coastal settings and evening culture. Each scene highlighted the materiality, stitching and character of the footwear.

Over three days, we produced a library of visuals suited for campaigns, digital storytelling and retail settings.

Swatch Gallery

To simplify the customisation journey, we built a Swatch Gallery displaying all leathers and colours in an organised structure. This gave customers a clear starting point, helping them visualise combinations before reaching the product page.

5. Designing the Ecommerce Experience

The ecommerce platform needed to be premium, calm, and easy to navigate, even with a multi-step customisation flow. As a website design company focused on clarity and experience, we shaped the interface around simplicity and rhythm.

Design Intent

• Clean visual structure

• Warm spacing

• Mobile first layouts

• Focused product storytelling

• Intuitive flow

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Customisation Journey

We studied multiple UX routes before defining a sequence that moved the user from model to leather, then to colour, size and checkout. The journey took eight to ten structured steps and felt natural and guided.

Technical Foundation

The backend was designed for reliability and scale. It supported:

• SKU and product management

• Made to order and ready to ship workflows

• Inventory controls

• Payment integration

• A custom CMS

• User and media management

• AWS hosting

• Mobile optimisation

The technical build reflected the standards of a modern web development company, with equal focus on speed and long-term scale.

6. Launching the Brand Through Social Media

For the digital launch, we created a visual idea that connected each footwear model to the city that inspired it. Cities became companions to the designs, offering context and emotion.

London paired with Big Ben. Goa with its warm coastline.Madras with the Ripon Building.Florence with its cathedral arches. This approach created a memorable storytelling layer and helped audiences connect designs with place and mood.

Conclusion

Azyrrha grew into one of our most layered brand journeys. Each stage, from strategy and identity to photography and ecommerce, was shaped by the belief that customers should have the space to express themselves through craft.

The result is a brand that invites people to create footwear that feels personal and intentional. As a creative web design and branding studio, we are glad to have shaped that experience with clarity, imagination and purpose.