A company called FCC emerged in the late 1960s. It emerged to serve the footwear industry by producing components and adhesives for this market. Committed to improving processes and developing new technologies, its dedication brought success. And success brought the desire to grow and innovate even more.
We were approached by FCC to understand a completely new challenge, however, in a market that has been little explored in Brazil to this day.
With its history of technology and applied science to production, FCC chose to create another business in parallel. They decided to use 3D printing technology applied directly to fashion.
Lebbre doesn't use a product entirely produced in 3D, but rather some parts of it, such as the sole of a shoe. This means that all their products are linked to collaborations with other companies.
That being said, we were responsible for developing and materializing the entire idea, purpose, and attributes of the brand.
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Boldness in innovation
Considering all the data gathered in meetings, the characteristics of the product/service, and the stakeholders' perceptions towards the future brand, Audacity is considered the main personality trait present in the brand. Exploring the great courage to innovate and the openness to infinite possibilities of creation from the material makes the brand modern, young, and up-to-date with the future. Initially, its likely audience also has a strong empathy and connection with this trait, considering the characteristic of consuming products with new technologies in the market, in an alternative way to what is consumed in the mainstream.
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Technical credibility
Secondarily, credibility can also be considered a significant trait in the brand, mainly due to the technological appeal present in the creation of the material that will be used by companies in their products. This also meets the audience's expectation regarding technological advancements.
This credibility complements the alternative and daring drive that audacity delivers, basing its decisions on facts and not just the need to create and innovate, taking the time necessary for that.
