Humanic is undoubtedly one of Austria’s most iconic brands—with a legacy of over 150 years.
Back in the 1980s, Humanic’s brand tone was absolute cult status. Dadaistic campaigns created by creative legends like H.C. Artmann or Axel Corti are still fondly remembered and quoted by older customers: “Humanic. Cum a hin. Shoemanic. Franz.” These are big shoes to fill for any brand, because today they are actually on the wrong path.
Humanic represents over 150 years of quality across 10 countries—not just the bold neon vibes and hard-hitting advertising of 1970s and 1980s. While it’s time to emphasize stronger, more relevant arguments – abandoning such an avant-garde legacy would be a mistake.
For over a century, customers and employees alike have been united by one shared passion: an obsession with shoes. This passion seamlessly connects with the brand’s heritage: Shoemanic since 1872. This promise combines expertise and tradition with an enduring love for footwear. It also serves as a universal communication anchor: Crazy about … shoes / high heels / the opera ball / or anything else relevant to the product, audience, or touchpoint—all reinforced by “Shoemanic since 1872.”
This simple yet powerful concept translates easily into all 10 market languages because shoemanic fits with shoe enthusiasts worldwide.
Visually, we’ve taken an equally focused approach. The shoe is the star. Our photography concept puts products in a detail-obsessed spotlight. The imagery embraces a literal “slice of life” approach—capturing quirky, close-up snippets of everyday scenarios. Even existing campaign materials from the biggest shoe brands are transformed into unmistakable Humanic images.
This way, Humanic can communicate consistently across all media without any hassle, making retail advertising totally fashion-forward.
We got to unleash our sneaker obsession once again with Rosebud—covering everything from brand strategy and corporate design to the tagline and classic communication. That’s seriously shoemanic!

www.rosebud.cc
www.humanic.net
The pictures are by Bazzooka and Humanic.