White Tiger
Sneaker designed based on the Wuxing
Wenzhou Kean University X Josiny
Student Project - Team Work
March - May, 2023
White Tiger is a pair of women’s sneakers designed for Josiny, inspired by the Wuxing (Five Elements) in Chinese culture.
Gold symbolizes value and strength, while the White Tiger represents bravery. Drawing from the tiger’s elegant feline form, the shoe features a clean white body and a tiger motif on the sole. Red accents reference blood, adding contrast and intensity to the design.
Project Overview
Brand: JOSINY
Role: Footwear Design
Focus: Cultural concept: Five elements → women’s sneakers
SWOT
-
Strengths
With over 20 years in the Chinese market, the brand offers a wide range of affordable products through self-operated stores and e-commerce, building a strong customer base and broad market reach.
-
Weaknesses
Women’s shoe market is highly competitive, fast-fashion trends lead to similar designs and low brand recognition, and Josiny remains heavily reliant on the domestic market with limited international presence.
-
Opportunities
The brand can boost exposure through e-commerce and new media, build identity with Chinese cultural elements, and reduce risk by expanding into international markets.
-
Threats
Mid-range shoe brands in China face intense price competition, fast-changing youth trends that demand constant innovation, and rising costs from materials and labor.
Pink
Young urban women in China who seek a balance between style, comfort, and affordability. They value aesthetics but are unwilling to compromise on long-term comfort in daily wear.
Frustrations
Affordable women’s shoes often look good but become uncomfortable after long periods of wear.
Many products share similar designs and lack a clear brand identity.
Trend-driven styles age quickly and fail to meet everyday needs.
Need
Users are not looking for luxury, but for well-designed, comfortable shoes with a distinct cultural identity that fit into daily life.
Design Concept
Inspired by Wuxing (the Five Elements) in Chinese culture, this design draws from the symbolism of Metal and the White Tiger, representing strength, solidity, and elegance.
Form: Sleek, feline-inspired proportions for a light yet stable appearance
Color: White as the primary tone, expressing purity and strength
Details: Red accents used sparingly to highlight energy and character
Sole: Abstract tiger elements integrated into the outsole design
Design Translation