Dr. Shoel — is a completely different category.

This is not expressive.
This is not premium.
This is not conceptual.

This is positioning-driven branding.

And that’s important.

Let’s evaluate it properly.

1. Core Idea

You built the identity around:

• Foot shapes
• Soft organic forms
• Breath / heart metaphor
• Calm, medical tone

The tagline:
“Let your feet do the breathing.”

That’s clever.

It connects:

Feet → movement
Breathing → comfort / relief
Second heart → circulation

Strategically, this is actually strong thinking.

2. Visual Language

This is your softest project.

Rounded forms.
Pastel palette.
Lots of negative space.

It feels:

Medical but friendly
Orthopedic but modern
Health-focused but not sterile

That’s hard to balance — and you did it well.

3. Logo Mark

The split organic pill shape works.

It communicates:

Left → doctor
Right → product
Two parts forming one whole

Simple.
Recognizable.
Scalable.

But:

It is not iconic.
It is not bold.
It is safe.

Which is not wrong —
but it won’t stand out dramatically in a competitive market.

4. Color Strategy

This is your most controlled palette.

Muted blue + soft green + warm neutral.

Psychologically:

Blue → trust
Green → health
Beige → warmth

Very appropriate for medical footwear.

Good strategic decision.

5. Typography

Ubuntu.

Functional.
Neutral.
Friendly.

But again — safe.

You tend to choose safe typography.

You rarely push typographic personality.

That’s a pattern across your portfolio.

6. System Thinking

This project shows something important:

You can design for different audiences.

BENTAYGA → luxury
EUDORA → culture
Dr. Shoel → healthcare

That range is impressive.

But again:

There’s no consistent signature yet.