Year: 2020
Tags: Art Direction, Branding, Editorial Design, Identity, Rebranding
Additional visual material from Tropicfeel
Year: 2020
Tags: Art Direction, Branding, Editorial Design, Identity, Rebranding
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Tropicfeel had been successfully producing and selling their popular sustainable sneakers via crowdfunding platform, Kickstarter, and their product was last year voted ‘Kickstarter’s most successful shoe’. By harnessing the power of crowdfunding, the company was attracting plenty of media attention and building a successful business model, but the brand didn’t match up to the business.
Our task was to find a balance between business and brand, to grow Tropicfeel from a successful product and platform with a robust business model – to a holistic brand, both appealing and inspiring. Our strategy was to combine a clean and simple graphic identity with a strong, engaging narrative and beautiful, quality content.
Tropicfeel is a clear example of what liquid branding or blanding means: combining a clean and simple graphic personality with a great narrative and great content, according to the reality and needs of today’s communications paradigm.
Rafa Martínez, COO and Head of Brand Strategy
We aimed to gather and synthesise in a single symbol the representation of the different feelings and experiences that shape the idea of a journey.
Josep Puy, Senior Designer and Art Director
A rebranding exercise to show the maturity of the project. What was born as a startup has been consolidated and now becomes a brand for travel accessories, therefore the identity must cover new expectations and needs.
Albert Folch, Creative Director & Founder
Brands need to be conscious of change and adapt to stay relevant. Redefining your brand, from values and proposition to purpose and personality, helps you re-focus on the core of your business. From there you can communicate your message more effectively.
Bis Turnor, Strategic Communications Manager
A collaborative response
With the narrative and design teams working closely together, we developed a combined brand manual. A document setting out the wider brand strategy, defining the values and proposition, as well as identifying key audiences and developing a brand personality. The manual also lays out a “toolkit” for Tropicfeel’s new visual identity, ensuring that the brand retains the consistency and coherence with which it was conceived.
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Collaboration and communication were key to understanding the core of the brand and defining the language in which Tropicfeel will express their journey towards commitment, change and sustainability.
Elena Qureshi, Studio & Design Manager
Many times companies give little value to branding and storytelling, with Folch it’s the opposite! They awaken your inner interest in building something meaningful.
Alberto Espinós, CEO and Founder at Tropicfeel
Tropicfeel takes the pill
Following the launch fo their new identity, we invited Tropicfeel to Acid House to one of our Thursday Pill sessions explain how to reach more than 500,000€ in less than an hour through crowdfunding. Alberto Espinós, CEO and Founder talked about the development of the brand and their latest product SHELL, a backpack and wardrobe system with unmatched versatility, easy access, perfectly designed with the help of over 5000 modern day travellers.
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