Introduction
A visual communication concept for the revolutionary new shoe line Wabi several years ago. Only the words “Wabi” and “Camper” were allowed to use. At that time, the shoe was at a prototype stage and it was so revolutionary that it needed to be explained to everybody at Camper, too.
Objectives
- Make understandable the new concept shoe Wabi to Camper itself
- Communication concept for packaging and advertisement
The communication project Wabi
Visual language system
Pictogram experiments for Wabi and for Camper in general that could be used in various contexts and for any media.
Appropriation as a form of sustainability
Four examples how the communication concept and the pictograms could be used: Wild appropriations of existing advertisements with just a black marker.
Client
Camper is an international shoe company based in Spain. Lorenzo Fluxa founded the company in 1975 after inheriting a shoe factory from his father, Antonio Fluxa, a Spanish shoemaker. Camper operates 52 company-owned stores around North America, Europe, Asia and Australia, as well as distributing to thousands of independently-owned multi-brand retailers. The company motto is “imagination walks.”
