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

VITTORIA FUSION

Performance shoes for all levels of riding

ACTIVITIES

Product Design
Product Graphics
Industrial Design

CONTRACT/ROLE

Freelance / Product Designer

MISSION

  • Replace old shoe models with new fresh ideas
  • Support the company growth toward more international markets
  • Become more appealing to a broader variety of customers

SOLUTION

  • Design a new middle range road cycling shoe
  • Develop ideas using materials and functionalities as differentiators
  • Align the graphics to international trends and color variety

MISSION

  • Replace old shoe models with new fresh ideas
  • Support the company growth toward more international markets
  • Become more appealing to a broader variety of customers

SOLUTION

  • Design a new middle range road cycling shoe
  • Develop ideas using materials and functionalities as differentiators
  • Align the graphics to international trends and color variety

ACTIVITIES

Product Design
Product Graphics
Industrial Design

CONTRACT/ROLE

Freelance / Product Designer

MISSION

  • Replace old shoe models with new fresh ideas
  • Support the company growth toward more international markets
  • Become more appealing to a broader variety of customers

SOLUTION

  • Design a new middle range road cycling shoe
  • Develop ideas using materials and functionalities as differentiators
  • Align the graphics to international trends and color variety

ACTIVITIES

Product Design
Product Graphics
Industrial Design

CONTRACT/ROLE

Freelance / Product Designer

EXPANDING TO NEW MARKETS

Vittoria Shoes and Helmets is an Italian manufacturer concentrated on cycling shoes and helmets. Funded by Celestino Vercelli in 1976 Vittoria is recognized as a brand of excellence within the industry because of its very traditional handcrafting process. As the company was 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 range.

DESIGN & DEVELOPMENT

DESIGN PROCESS

Vittoria’s brand pride itself on having in place a very traditional handcrafting process. Of course, it applies to both design and development. The design brief included only indications about structural materials and functionalities leaving to my creativity skills the whole concept, ideation, and art direction. My process on creating the final design involved an early production of sketches and ideas, the vector drawing of the chosen version, some revision along the way and the production of the final Tech Pack.

SKETCHING

The sketching process was all about researching and exploring ideas, shapes, and lines. Since the beginning, Vittoria’s project manager asked me to use some components they already had available to use. At first, this looked to me as a helping hand; instead, it did force me to draw with some limitations to get harmony between the elements.

VECTOR DRAWING

The intent of drawing the shoe by vectors was to get a clear and detailed representation of the product. Details included material textures, trimmings, welding, closure system, shoe tongue, and other structural parts. With the use of shading, I was also able to bring to life a better sense of all essential forms.

PROTOTYPING

This is really where the Italian craftsmanship took on driving the process. They transformed my vector drawing into a first physical prototype. Then the process required getting into a cycle of modifications and revisions to reach a final approved version ready to go for the mathematics evaluations made by the development engineers.

BUILDING THE 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 involved on my side 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 update 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.

READY TO TALK?

Let's build something rad together.