Cannes Lions

FIATWEAR

LEO BURNETT TAILOR MADE, Sao Paulo / FIAT GROUP / 2021

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Overview

Entries

Credits

Overview

Background

After a total rebranding in Brazil, Fiat decided to expand its limits and launch a platform that would talk to its consumers not only about cars, but also about lifestyle, fashion and attitude. Then we created FIATWEAR, a new brand without losing its identity with the Fiat icon that has millions of brand lovers in the country. The name, logo, products, tagline, brand voice, everything refer to Fiat that Brazilians love so much, but at the same time it is completely new.

Fiatwear sells clothes and accessories on its webstore (fiatwear.com.br) and more than 500 stores over the country, located within the Fiat dealerships.

Idea

Creating a fashion brand, Fiat became increasingly connected with young audience, including those who don’t yet own a car but who feel represented by the cool and joyful lifestyle of Fiat communication. In addition to strengthening the relationship with the Fiat owners and brand lovers.

Products are related to the Fiat universe and its cars, both classic and currently produced. T-shirts, jackets, shoes, caps, speakers are some of the products available for women, men and kids.

Thinking of translate the concept visually, we created a visual identity based on the Fiat logo associating it directly to the fashion world and to get thar, we used a basic element of this universe: stitches.

Execution

The visual identity of the brand is totally inspired by a basic element of the fashion world: stitches.

In the graphic pieces, they appear through the logo and the sewing lines made from alphabet characters that are used as an graphic element. These seams are used graphically to “sew” two different elements of the layout, whether solid color blocks, photos or videos. Visually minimalist, but conceptually strong.

Color palette is colorful and fun.

Outcome

Since its launching, Fiatwear has helped to rejuvenate the Fiat brand, approaching it to young people.

More than 15.000 products have been sold at stores and online platform.

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