Description

Heidy is a Swiss footwear brand inspired by the country’s ever-present contrast: between wild nature and urban construction, between organic forms and geometric precision. This contrast echoes both Swiss watchmaking and graphic design, known for their rigor and elegance.

The brand’s models embody this fusion of two worlds: the aesthetic of hiking — a quintessential Swiss activity — and that of urban footwear, such as sneakers and dress shoes reminiscent of Dr. Martens.

My mission was to design an edelweiss, a symbolic Swiss flower, infused with the brand’s DNA and a contemporary touch inspired by Swiss graphic design. I drew inspiration from the visual language of hiking signposts, found throughout Swiss forests. These are urban markers placed in natural settings — a perfect metaphor for Heidy’s identity.

I designed the petals of the flower to reflect this contrast: some are drawn with sharp, straight lines, others with soft curves. This subtle interplay of structure and fluidity expresses the quiet yet deep connection between city and nature, between modern elegance and tradition, between simplicity and flexibility — all the elements that define both Switzerland and Heidy.