As the Creative Director overseeing the Vittoria account for three years, I was tasked with promoting a new range of tires featuring an innovative compound called Graphene Plus. This groundbreaking Graphene compound imparts a level of intelligence to Vittoria tires, adjusting their hardness and softness according to the rider's needs.
The incorporation of Graphene eliminates the natural material barriers of rubber, eradicating the need for compromises between speed, grip, durability, and puncture resistance. We aptly named this revolutionary series the "Intelligent Tires Series" (IT'S), and I took charge of creating all communication materials for both B2B and B2C channels. Additionally, I directed the development of new packaging designs and stands for the brand.
For further details about Vittoria's Graphene products, please visit the Vittoria website
Vittoria.com
I was asked to establish the ITS sub-brand within the Vittoria & Graphene Plus framework. The chosen brand image seamlessly blends tech-style typography with a subtle sense of velocity, complemented by the inclusion of the number "1" in the logotype.
Designing materials for ITS was a complex task, covering B2B/B2C communication, integration across various products, and creating new packaging designs for On-road and Off-road tires. This effort included adding design elements to rubber bands, icons, and usage instructions.
The initial designs were crafted for Rubino and Corsa, integrating the "IT´S GRAPHENE" word game into the packaging.
This word game was accompanied by communication materials and specifications for the products.
This word game was accompanied by communication materials and specifications for the products.
For brand communication, we also employed this word game: IT'S FAST, IT'S BEST, IT'S ELECTRIC (Tires for electric bikes), IT'S STRONGER, IT'S GRAPHENE.
All the products we developed were showcased to end consumers and stakeholders at various events and presentations about Graphene technology, including these samples presented at the Taipei fair.
If you would like to delve into the details of our work and explore examples from the fairs and designs, you can view them more extensively here!