2020
The brief consisted of coming up with a name and identity for an Italian brand of espadrilles that has existed since the 1970s. The visual language was to be inspired by nostlagic elements but had to be able to work in today's time as well.
The naming was a crucial element in the branding. As part of the subculture of the 70s, I was inspired by the FREAK SCENE, widely known for their rebellious and carefree movement. Hence, the word FRICCHETTONE, meaning hippie in Italian, was the perfect foundation to start. With that came a movement of our own, leading the freaks, and whoever else is interested, into the world of the FRICCHI shoes. This became the essence behind the identity that followed.
