Cannes Lions

Cocolette shoes: walk coconsciously

PETER SCHMIDT GROUP, Hamburg / PETER SCHMIDT GROUP / 2020

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Overview

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Credits

Overview

Background

The Cocolette is a new product: It was developed from a student project and is currently being developed to market maturity and is expected to go into regular production at the end of 2021. This requires not only the mature product itself, but also the development of a completely unique brand identity.

Idea

There are numerous everyday objects for which sustainable alternatives already exist. Inspired by Cradle to Cradle® values, we have therefore created a one hundred percent ecological counter-design to plastic sandals: the Cocolette. They are made exclusively from ecological material innovations, using only plants that we know from dream beaches. And the Cocolette is more than just a product: we developed a whole brand that arouses people's curiosity – with a complete design system that works seamlessly from logo and visuals to shipping case.

Strategy

For many people, thong sandals are the ultimate summer shoe. They stand for joie de vivre and vacation. We didn't want to talk this feeling out of existence – but link it with a real material innovation. So that summer mood doesn't give you a guilty conscience. Target group is a young, trend-conscious audience, which will initially be addressed in the German market.

Execution

The Cocolette is made from sustainable materials only: the sole consists of coconut fibers. The leather of the sole is tanned with vegetable tanning agents - tree bark and fruit - and is completely biodegradable. The straps are sewn from the natural textile Pinatex®, which is obtained from pineapple leaf fibers. Each Cocolette is a handmade piece of nature. And at the end of its life, it is simply returned to nature.

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