Alsirhan Shoes is one of the oldest and most trusted shoe stores in Kuwait. Unfortunately, this worked both for and against them. Their image was seen as outdated and primarily a male dominant brand. Partnerning with Beattie + Dane, we refreshed their look in order to channel their strong heritage and also appeal to a contemporary market with both male and female demographics taken into consideration. An English and Arabic logotype were created to appeal to an international audience. The diamond mark is a nod to an authentic seal of heritage as well as the top view of a shoe box. A modular system was created with updating patterns that integrate around the diamond seal suggesting a nod to their past as well as a step ahead.