DAINESE
RE BRANDING THE WORLD'S FASTEST COMPANY FROM EARTH TO OUTER SPACE
Dainese since 1972 is an Italian manufacturer of protective equipment and technical gear for dynamic sports, including motorcycling, mountain biking, winter sports and horse riding. Dainese also developed in collaboration with Nasa a space suit for the International Space Station astronauts.SETTING THE BRAND STRATEGY WITH SURGICAL ATTENTION TO DETAILS. GOING FROM COMPLEXITY TO SIMPLICITY.IN A WAY THAT IF SOMEONE DO NOT PAY ATTENTION TO THE NEW BRAND, CAN NOT EVEN NOTICE THE CHANGES, BECAUSE CHANGE CAN BE SURPRISING AND DIVISIVE ESPECIALLY IF IT’S A BRAND PEOPLE ALREADY KNOW AND LOVE.
EMPOWERING THE BRAND LEGACY WITH THE CREATION OF DEDICATED SUB BRANDS DAINESE SETTANTADUE
A CONTEMPORARY RE INTERPRETATION OF THE HISTORY OF RIDING WEAR, DEDICATED TO FAMOUS PIECES AND REPLICAS MADE WITH CONTEMPORARY SAFETY TECHNOLOGY.INSPIRED BY VINTAGE DAINESE WORDMARKS MADE WITH HAND MADE CLASSIC VINTAGE DAINESE LETTERING AND ITALIAN “MOTORCYCLE SUITS SINCE 1972” PAYOFF
AGV LEGENDS
AGV HAS BEEN A LEADING FORCE IN HELMET DESIGN AND MOTORCYCLE RACING, FOUNDED IN 1947 BY GINO AMISANO, AGV RAPIDLY WON A GREAT REPUTATION FOR ITS INNOVATIVE DESIGNS AND MATERIALS, TESTED ON THE RACETRACK AND DEVELOPED WITH SPONSORED WORLD CHAMPIONSHIP RIDERS, INCLUDING 15-TIMES WORLD CHAMPION GIACOMO AGOSTINI, RENZO PASOLINI, BARRY SHEENE AND MODERN MOTOGP LEGEND VALENTINO ROSSI.
SETTING THE “NEVER TOUCH THE ICON” STRATEGY, KEEPING THE ORIGINAL LOGOTYPE AS IT WAS. JUST ADDING AN HAND MADE CALLYGRAPHY AND A SIMPLE PAYOFF IN ITALIAN LANGUAGE “RACING HELMETS SINCE 1947”
CREATIVE STRATEGY
ART DIRECTION
BRAND DESIGN
PAYOFFS
PACKAGING
BRANDS: DAINESE
DAINESE SETTANTADUE
AGV LEGENDS
CEO: CRISTIANO SILEI
BRAND DIRECTOR: FABIO MUNER, MARIO SPITZNER
MKTG: MASSIMILIANO MIRABELLA, CHIARA CRACCO
STRATEGY AND CREATIVE DIRECTION: LUCA PILUTZA
DESIGN: LUCA PILUTZA, RICCARDO SORGENTE,
SARA PODESTANI, CLAUDIO MEZZO.
AGENCY: 515