Vittoria-Logo-4
Vittoria-Logo-4
CASE STUDY

VITTORIA FUSION

Performance Shoes For All Levels Of Riding
ACTIVITIES
Art Direction
Product Design
Product Graphic
MISSION
Replace a previous road bike shoe model with a new one able to meet the needs of customers with different level of riding and purposes, and embrace the company growth toward broader markets.
SOLUTION
To design a new model using materials and functionalities to work as differentiators be able to meet different needs with a single model.
The graphics and color scheme will be set to be on trends and color varieties able to meet the taste of broader markets.
MISSION
Replace a previous road bike shoe model with a new one able to meet the needs of customers with different level of riding and purposes, and embrace the company growth toward broader markets.
SOLUTION
To design a new model using materials and functionalities to work as differentiators be able to meet different needs with a single model.
The graphics and color scheme will be set to be on trends and color varieties able to meet the taste of broader markets.
ACTIVITIES
Art Direction
Product Design
Product Graphic
MISSION
Replace a previous road bike shoe model with a new one able to meet the needs of customers with different level of riding and purposes, and embrace the company growth toward broader markets.
SOLUTION
To design a new model using materials and functionalities to work as differentiators be able to meet different needs with a single model.
The graphics and color scheme will be set to be on trends and color varieties able to meet the taste of broader markets.
ACTIVITIES
Art Direction
Product Design
Product Graphic

EXPANDING TO NEW MARKETS

Vittoria Shoes is an Italian company producing cycling shoes and protection. Funded by Celestino Vercelli in 1976, Vittoria recognized as a brand of excellence within the industry because of its traditional handcrafting process. As the company has been expanding toward a growing demand from foreign markets, they found themselves in need of a profound change of direction in the middle range of their product offering.

DESIGN & DEVELOPMENT

Vittoria’s brand pride itself on applying a very traditional handcrafting process to both design and development. The process includes 4 main stages: concept & sketching, vector drawing (assigning all materials and details), prototyping and fitting, tech pack production.

SKETCHING

Typically, the sketching process is all about researching and exploring ideas, shapes, and lines. To meet the request of a broad range of customers Vittoria set as goals, a variety of characteristics like versatility, breathability, power transmission, and comfort. I set as a personal goal to reach harmony between elements, and get asymmetrical graphics for both sides.

VECTOR DRAWING

Designing by vectors is a technique used to obtain a clear representation of the product, which can be modified and adjusted without incurring the loss of definition. Once the original sketch is translated with vectors and all proportion are correctly set, the process prosecutes with adding elements like closing system, gaskets, patterns, trimming, welds and graphic details, composing possibly different outcomes in terms of graphics and color variety.

PROTOTYPING

Italian craftsmanship plays a vital role at this stage. Very skilled people are called to transform the vector drawing into a first physical prototype. Design wise the process than gets into a cycle of modifications and revisions to reach a final approved version ready for all technical evaluations made by the development engineers. Final refinements are then operated positioning permanently all elements allowing sizing calculations and projections.

TECH PACK

The Tech Pack is the blueprint of any fashion design, containing everything a manufacturer needs to produce a product. The more details the document contains, the less margin of error there is during production. The making of the Tech pack basically involves to draw all necessary views of the shoe and insert all details related to the look and finishing of the product.

IMPACT

Vittoria introduced this model during the 2017 season. With some technical updates and new color variations, it has been used as well for the 2018 and 2019 season. A successful idea supported by 3 years of sales.

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