Fila Packaging

Packaging

BRIEF

BRIEF

BRIEF

One of the world's most famous sports and lifestyle brands, Fila is synonymous with performance and sophistication. The story of Fila's transformation into a leading global designer of high-end sportswear has been one of continual evolution driven by a philosophy of innovation that lies at the heart of their most successful designs.

Fila asked us to update their footwear packaging to be more modern, while staying true to the spirit of their legacy.

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"A history of looking forward, and a future of making history."

Approach

Approach

A current aesthetic that is true to Fila's heritage

A current aesthetic that is true to Fila's heritage

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KEY CONCEPT - BIELLA, ITALIA

FILA was founded by the Fila brothers in 1911 in Biella, in the foothills of the Italian Alps.

They drew inspiration from their homeland - the austerity of the Alps, the fluidity of the hills and the boldness of the Mediterranean coast - to create textiles and products as exquisitely textured and evocative as the Italian landscape.

This integral part of Fila's history became the key concept for our approach to the new packaging.

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CLIENTS SPEAK

The value / perspective the studio offered as a team to FILA:

In businesses with very strong brands that have existed for many years and have embedded values it is important to have a partner that can interpret these values and also layer upon them to make the project relevant to the world today. We found this project with TOD a perfect example of this. 

In businesses with very strong brands that have existed for many years and have embedded values it is important to have a partner that can interpret these values and also layer upon them to make the project relevant to the world today. We found this project with TOD a perfect example of this. 

The idea to interpret the topological map of Biella, our hometown, into the packaging was something we would never have though of internally and has since gone on to be one of the highlights of our product strategy for the last few seasons.

Rohan Batra,
CEO, Fila

Rohan Batra,
CEO, Fila

One legacy, two interpretations.

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PACKAGING - LIFESTYLE

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PACKAGING - TRAINING

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SANDALS

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© 2018 Thought Over Design

© 2018 Thought Over Design