Shellys has stores in Newcastle, Manchester, Birmingham and eight in London, with flagship branches on Oxford Street, Covent Garden and Carnaby Street.
The company has a core team of London-based shoe designers and Shellys has updated its brand to emphasise its roots in the capital.
Love Branding won the design task last November after a three-way pitch against top retail brand consultancy Fitch and smaller firm V&A.
Shellys is to open a "concept store" in Birmingham in next month. The flagship shop on Regent Street will be the next to adopt the new look.
Love has also created an advertising campaign, which will appear in stores and before running in magazines.
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