Establishing Mister Minit as ambasadors of care
With over 650 shops across Europe, Mister Minit stands as a leader in shoe repair. Yet, the past decade has brought dramatic shifts to the craft of cobbling. The explosive popularity of sneakers and the rise of fast fashion have severed the bond between people and their footwear, erasing the awareness that shoes can - and should - be cared for and repaired. The result? A staggering number of sneakers discarded after minimal use, and mounting pressure on the timeless craft of cobbling.
In collaboration with the Mister Minit team, we developed a Future Scenario to explore how to counter this trend. Our mission: to elevate Mister Minit’s network, reconnect people with their shoes, and position the brand as ambassadors of care, championing sustainability, craftsmanship, and mindful consumption.
How can Mister Minit become the ambassador of care and repair?
From Clutter to Care
Over the years, Mister Minit expanded its services to adapt to declining demand for shoe care—so much so that its original focus nearly disappeared. The result? A crowded offering: shoe and watch repairs, key and remote duplication, engraving, license plates, and passport photos. An expert in many things, but a master of none.
Together, we set out to reclaim Mister Minit’s core: the art of shoe care. We sharpened that focus, stripping away the noise while highlighting the emotional bond between people and their items.
A renewed purpose, distilled into a powerful promise: Mister Minit helps you care for the things you care about.
We reimagined Fred, the brand’s mascotte, distilling him to his essence: a friendly helping hand, with a clear message: Take care.
Dieter Desmet - Designer
Reconnecting with a new generation
A refreshed brand identity, infused into every touchpoint, doesn’t just elevate the value of shoe repair and Mister Minit’s craftsmanship. It revitalizes the art of cobbling, positioning it as a meaningful, sustainable, and inspiring career path for a new generation. One that values care, quality, and purpose.
Future scenario
Curious about what a Desired Future could look like for your organization?
We can help you imagine it, shape it, and ensure you’re in the driver’s seat, steering toward a sustainable future scenario.
Client: Mister Minit
Year: 2025
Dicipline: Branding, User Experience design, Interface design, Design systems
Project Team: Dieter Desmet, Mathias De Winter, Ben Hagenaers