The STEP®

Category
Consumer, Environment
About This Project

The STEP® created an entire sub-category of aerobicizing. The product was first created during the 80’s, and it held on to its teal and purple branding for a long “Miami-Vice” time.
In 2011, the product and packaging were recreated with new functionality and shelf presence so that The Step could make a return to the big box shelves and club stores. The relaunched packaging held on to pieces of its past – as the original Step® product that started it all – yet added a new branding color palette and new, high-energy in-use photography. The Step’s return to retailers is successfully displacing the imitators that once crowded the shelves.