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Fila New Brand Identity

Fila New Brand Identity

Scenario: The origin of the Fila brand dates back to 1911, within the Biella textile district in Italy. Fila gained great popularity in the 1970s, linking itself to the world of sportswear. In recent years the brand has evolved, bringing its sporty DNA closer to that of fashion, presenting its creations on the most important catwalks in the sector.
Coswell, the licensee for making Fila branded perfumes, is about to launch two fragrances on the market – one for men and one for women – to be positioned at the top of their range.

Communication Objectives: The agency was required to create a packaging for the new perfume that would feel close to the world of fashion and its latest trends, in line with the recent stance of the brand.

Creative Solution: A clean and contemporary style was chosen, playing with quality materials to emphasize the positioning of the line. The design is dominated by a single element, the iconic “F”, always in relief to the touch. On the pack it is in foil, alternating with a matte background in fluorescent color. On the bottle it is rubberized and, together with the cap that matches it, is the only colored element on a completely transparent background.

CREDIT

  • Agency/Creative: Break Design
  • Article Title: Fila New Brand Identity
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Italy
  • Market Region: Multiple Regions
  • Project Deliverables: Brand Identity, Branding, Graphic Design, Rebranding, Tone of Voice
  • Format: Jar
  • Substrate: Glass Bottle

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