These are four of Rider classic footwear that were chosen to start the brand in actions aimed in sustainable issues, a project called R4.
The mainly product used in this company is the PVC, a material already known as recyclable. So, for all them, were thought initiatives that could increase this action. It was used a percent of reused PVC in the injections for all the products. For the EVA insole it was developed a resin made of biodegradable material. And it was chosen ribbons woven with yarn made from plastic bottles.
For the graphic concept, the idea was to bring the sensation of liquid plastic been mixed, also taking advantage of marble effect made by the company with PVC and pigment. The QR code took you to a Rider webpage explaining the brand initiatives. For the color concept it was tought that desaturated colors would work better with this Universe, but bringing points of light to call attention and a fresh interpretation.
Below you can check the selected colors and the study that I made. Also pictures of some of the multiple marble tests runned and the products in the campaign.
For the graphic concept, the idea was to bring the sensation of liquid plastic been mixed, also taking advantage of marble effect made by the company with PVC and pigment. The QR code took you to a Rider webpage explaining the brand initiatives. For the color concept it was tought that desaturated colors would work better with this Universe, but bringing points of light to call attention and a fresh interpretation.
Below you can check the selected colors and the study that I made. Also pictures of some of the multiple marble tests runned and the products in the campaign.
PROJECT CONCEPT AND GRAPHICS: LORENZA ZONATTO
COLOR CONCEPT AND MATERIALS DEVELOPMENT: NINA MADUEÑO
TREND FORECAST: CARINE PIMENTEL
MARKETING: LUCIANA LEIE
TREND FORECAST: CARINE PIMENTEL
MARKETING: LUCIANA LEIE
