Dekaca is a Serbian barefoot footwear brand that wants to bring the benefits of this type of shoe closer to people in Serbia and offer them at a price that fits our market.

Aleksa, the founder, reached out to me because he wanted to build a strong visual foundation for his brand; something recognizable that can grow and evolve over time.

Since there are already well-known foreign barefoot brands on the market, it was important for Dekaca to stand out. He wanted the brand to look more playful and friendly, not too serious or cold, and visually show that it’s more affordable and approachable.

We quickly realized that the brand’s current look didn’t have enough consistent elements and that the logo felt too childish. The goal was to create an identity that feels playful, natural, and flexible, while still looking modern and accessible.

We designed a new logo that, at Aleksa’s request, kept the original footprint shape in the first letter. We turned that shape into a simple icon, now more abstract, representing movement and playfulness.

The whole identity was enriched with a color palette that feels natural and cheerful, along with typography that also gives off a flexible, lively vibe, just like Dekaca shoes.

The website is built on the Shopify platform, so we kept the existing structure and gave it a style refresh to make everything more cohesive and aligned with the brand.

With the new packaging, we added a small insert featuring fun facts about foot health, along with a few tips to help customers adjust to this type of footwear.

I got interested in barefoot shoes and started exploring the options out there, but most of the models I found were overpriced and didn’t really fit the local market. That’s how I stumbled upon Dekaca.

At first, I was just looking for shoes. But then I connected with Aleksa, the founder, who also took an interest in my work. Once I saw how much passion he had for the brand and his vision behind it, I knew I wanted to contribute. I couldn’t resist the opportunity to make an impact and create a visual identity that would become a strong foundation for the brand to grow and evolve from.

And yes, I’ve been wearing Dekaca shoes. I’m a fan now!