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Thursday, 4 October 2007 | Levent OZLER
Adolescent Launches the New Look of Dassler: the Original Puma Brand
New York-based design studio, adolescent launches the international re-branding of legendary Dassler Schuhfabrik, originator of Puma.
To launch the global re-branding of legendary sports fashion company Dassler, adolescent collaborated internationally with teams in Amsterdam and the UK, creating multimedia elements to be used worldwide for print, video, tradeshow, retail, and online.
Rudolf Dassler founded Dassler Schuhfabrik in Germany in 1948. Dassler evolved into the world-renowned Puma brand sport fashions and now Puma brings their heritage brand Dassler back with a new high-end collection created by the Dutch designer Alexander van Slobbe. The look for the Dassler Autumn/Winter '07 Rebel/Rebel collection was inspired by original Dassler designs, the revolutionary spirit of early last century, and rebellious attitudes from the 1950s to the 1980s: picture sepia-toned film footage from the early days of sport combined with classic counter culture imagery, from motorcycle gangs to punk rock shows; Dassler is vintage, modern, and timeless.
adolescent's re-branding for Dassler, a company with such a rich heritage and such an epic international reach, centers around the hexagonal shape of the original Dassler logo, reminiscent of the stitched hexagons of a soccer ball, which was altered to look more contemporary, incorporating the silhouette of a sleek leaping puma. This altered hexagon, timeless and adaptable (it could be an etching or a street-art stencil or an online animation) became the graphic theme across all media throughout the re-branding elements. Other aspects of the launch elements also reflect Dassler's balance between solid, classic design and progressive fashion-forward vision. adolescent created the look for an online lookbook, tradeshow materials, and mood videos that mix classically posed models in funky mixed-media scenes. Images from the model shoot were embellished with bursts of sophisticatedly colorful abstract graphics, edgy patterns and backed by a warm-grey color theme that is reminiscent of the days when everything was handmade from quality fabric -- the collection is new and fun and, most importantly, for people who appreciate that good things last.
Based in New York with international presence, adolescent creative team has been responsible for producing innovative creative work for a variety of projects for entertainment, government and environmental organizations alike. adolescent has collaborated with VH1, MTV, Sony Pictures Entertainment, Puma, and the British Government. The team is working on image and brand projects in the areas of broadcast and print media.
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