ZignoneLAB by Zignone
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2019-2020
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Lanificio Zignone
A CONCEPT PUT TO THE TEST
The campaigns for the most functional fabric lines showcase technical performance with just the right touch of humor. From visual identity to communication tools, the work takes the audience on a journey through laboratories, gyms, and laundries.
ZignoneLAB is the label that marks the cutting-edge production of Zignone, the Biella-based wool mill that Bellissimo has been collaborating with since 2017 (branding, visual identity, content, advertising). The fabrics in this line boast superior technical properties, including elasticity, water repellency, stain resistance, and wrinkle resistance. This inspired the concept of a “laboratory” fabric range: products born in an experimental environment, to be presented like patents — ideas that drive the visual identity of the entire collection.
The laboratory concept is expressed most effectively through photographic language. To showcase the fabrics in the most engaging way, the imagery of scientific research is given an ironic twist, brought to life through a series of mini photo and video campaigns for print materials and social media.
However, ZignoneLAB’s laboratory is more than that. Two young lab technicians —unlikely representatives of Zignone— put the hyper-functional WearEver fabrics to the test: stretching them to the limit to demonstrate flexibility, then twisting, wetting, and scrunching them. Bellissimo oversees the shoots with meticulous attention to accessories, including a collection of vintage objects sourced from a historical tools archive, all contributing to a slightly surreal atmosphere.
Episode after episode, the technicians’ experiments move to new settings. First, a CrossFit gym, showcasing the maximum stretch of the elastic FreeMove line. Then, a laundry, highlighting the technical qualities of the machine-washable EasyWash line. This is how ZignoneLAB communicates product innovations in a way that is both original and immediately understandable.
The collaboration with Federico Masini (photo) and The Good Life Studio (video) continues for this shooting.
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