RE-BRANDING
DAINESE


THE WORLD'S FASTEST COMPANY FROM EARTH TO OUTER SPACE







BRAND STRATEGY

FOR OVER A DECADE, DAINESE HAD BEEN USING A LOGOTYPE AND WORDMARK FOR THEIR COMPANY.

OUR IDEA AND STRATEGY WAS TO BE VERY SURGICAL.
FROM COMPLEXITY TO SIMPLICITY, IN A WAY THAT IF SOMEONE DO NOT PAY ATTENTION TO IT, CAN NOT EVEN NOTICE THE CHANGES.

BECAUSE CHANGE CAN BE SURPRISING AND DIVISIVE ESPECIALLY IF IT’S A BRAND PEOPLE ALREADY KNOW AND LOVE.

















DAINESE SETTANTADUE


IS A SUB BRAND OF THE DAINESE GROUP
INSPIRED BY HIS OWN HERITAGE, IT IS A CONTEMPORARY RE INTERPRETATION OF THE HISTORY OF RIDING WEAR, DEDICATED TO FAMOUS PIECES AND REPLICAS MADE WITH CONTEMPORARY SAFETY TECHNOLOGY.

THE PROBLEM TO SOLVE WAS TO KEEP THE AUTENTICITY AND VALUES OF THE ORIGINAL DAINESE BRAND BORN IN 1972.
INSPIRED BY VINTAGE DAINESE WORDMARKS, WE DECIDED TO GO THE OLD SCHOOL WAY, BY MAKING AN HAND MADE CLASSIC VINTAGE DAINESE LETTERING.













AGV LE GENDS


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.








“NEVER TOUCH THE ICON” WAS THE STRATEGY ADOPTED, KEEPING THE ORIGINAL LOGOTYPE AS IT WAS. WE JUST ADD A HAND MADE LEGENDS CALLYGRAPHY AND A SIMPLE PAYOFF IN ITALIAN LANGUAGE:






 
ART DIRECTION /
CREATIVE STRATEGY /
PAYOFF /
DESIGN /

CREATIVE DIRECTION: LUCA PILUTZA 
AGENCY: 515




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