Negroni is a high-end leather shoe company specialising in the driving shoe industry.
One of their key growth drivers is the overseas export market.
For their newest product ranges, specifically sculpted for the luxury driving experience, the brand was looking for a way to easily communicate this to their audience. After sharing many options with the client, the chosen line “Luxury to cruise in” was not only used across the brand communications but forever immortalized in the shoe soles themselves.
Wild Penny II tagline
For the release of one of their key products, the Wild Penny II, the client briefed me to create a full page ad in the driving magazine Octane.
For this brief, they really wanted to focus on the sleek handmade design and Japan-first newly developed waterproof leather.
I created a design highlighting its water-proof ability with the idea of an underwater shoe like an Olympic diver surrounded by trapped pockets of air as if they’ve just completed their land into water.
Magazine print
One of the aspects the brand has always struggled with is how to explain the shoe’s technology and materials to the overseas audience. This is a key differentiator for the brand but something that can get lost online.
Utilizing some poorly written technical information, as well as my own research around the materials and product, I was able to digest and create succinct explanations for the consumer-facing website.
NEGRONI is the first in the world to officially combine driving shoes and leather goods with “COATED” CARBON PREPREG (abbreviation CCP), a super-advanced carbon material that has been covertly developed in Japan.
There is absolutely no doubt that the technical capabilities of this carbon is one of the world's highest quality products, but for what matter it was developed, what kind of technology it is used for, or even the process of its manufacturing, is currently not yet available to the public.
This Amazingly impressive “Carbon Prepreg” is made with a special coating which makes it resistant to tears and is an advancement in the area of strength from the original 3K Carbon. In addition, no matter how intense any action might be towards the fabric, it is almost impossible to crease with its amazing durability.
Furthermore, as generations up until now have used wet carbon for such a long time, the following generation will have access to a quality of carbon which is completely waterproof. As water is repelled from the surface it is quite an impressive site to see, an image beautiful to one’s own eyes.
As NEGRONI introduces the identity of “CCP” material, we look forward to opening doors for this material to new products in the near future.
The finest carbon leather which is symbolically used in NEGRONI’s driving shoes is manufactured in Kiorino’s 1906 Italian Vuierra establishment.
The unique look is accomplished by laminating an ultra-thin carbon pattern film over a very supple leather (a cowhide between the ages of about 6 months to 2 years).
In addition, it is very hefty and abrasive resistant. It’s stable conditioning is quite well known in the industrial industry for being used for conveyor belts.
At NEGRONI, we strive to portray our image as an icon in the motor sport industry with 10 years of growing trust with our high back heel to toe sole, our confidence in this leather is unwavering.
