A CLASSIC BRAND, RENEWED
AFTER TWO YEARS OF WORK ALONGSIDE THE NARANJO—ETXEBERRIA STUDIO, LOTTUSSE PRESENTS ITS NEW VISUAL IDENTITY UNDER THE UMBRELLA CONCEPT OF A RENEWED CLASSIC. ALL THE GRAPHIC RESOURCES AND THEIR APPLICATIONS REAFFIRM THE LEGACY OF THE BRAND.
ON EVERY PIECE AND APPLICATION OF THE VISUAL IDENTITY, THE LOTTUSSE LOGOTYPE IS ALWAYS ACCOMPANIED BY THE YEAR OF FOUNDATION. A RENEWED, CONTEMPORARY EXPRESSION THAT HIGHLIGHTS THE BRAND'S CENTURY AND A HALF OF HISTORY.
1877 IS THE YEAR OF THE HOUSE: BEFORE, DURING AND AFTER THE FOUNDING OF THE FIRST WORKSHOP, HISTORY TOOK ITS CHANCE THROUGH ONE PARTICULAR PAIR OF HANDS. FIRST THE APPRENTICESHIP, THEN THE COURAGE TO SET OUT, AND A PATH MARKED BY EXPERIENCE AND BY A TRADITION PASSED DOWN TO THIS DAY, STILL LOOKING TO THE FUTURE WITHOUT GIVING UP ITS MOST AUTHENTIC REFERENCE.
THE DIAMOND
FOR LOTTUSSE, LEGACY IS EVERYTHING: WHAT IS LEFT OR PASSED ON TO THOSE WHO FOLLOW, WHETHER MATERIAL OR INTANGIBLE. THE DIAMOND APPEARED IN THE BRAND'S VISUAL IDENTITY IN 1935 AND, NINETY YEARS LATER, IT REMAINS PART OF ITS IMAGERY, IN APPLICATIONS AND IN PRODUCTS.
MORE THAN A SYMBOL, IT IS INHERITANCE: IT HOLDS THE ORIGIN OF A CRAFT PASSED DOWN FROM GENERATION TO GENERATION. IT CONDENSES THE WORK AND THE TRADITION OF THE HOUSE INTO A FORM THAT IDENTIFIES IT.
IN THE CENTENARY YEAR OF THE HOUSE, THE DIAMOND WAS STILL DRAWN AROUND THE NAME. IT IS NOT A NEW SYMBOL: IT IS THE SAME ONE, RECOVERED.
TODAY THE DIAMOND UNDERGOES AN EXERCISE IN RENEWAL WITH A MORE MINIMALIST CHARACTER, FORMED FROM TWO «L» LETTERS, TRUE TO THE SPIRIT OF A FOURTH-GENERATION FAMILY COMPANY. IT IS THE ONLY SYMBOL OF LOTTUSSE.
A SYSTEM, NOT A COVER
COMPOSITION, COLOURS, STATIONERY, PRODUCT. THE IDENTITY IS GATHERED AND ORDERED IN A MANUAL THAT GOVERNS THE CORRECT USE OF THE GRAPHIC RESOURCES ACROSS EVERY FORMAT, PHYSICAL AND DIGITAL.
CRAFTSMANSHIP AND INNOVATION
CRAFTSMANSHIP HAS BEEN ONE OF LOTTUSSE'S INHERENT VALUES SINCE ITS FOUNDATION IN 1877. TO CONVEY IT IN THE NEW IDENTITY, A RESOURCE WAS NEEDED THAT WOULD ALSO HONOUR WORK DONE BY HAND: REWORKING A TYPEFACE TO CREATE ONE OF YOUR OWN IS STILL AN ARTISANAL PROCESS, ONE THAT DEMANDS CARE AND EXPERIENCE.
THE STARTING POINT IS BODONI, A SOPHISTICATED TYPEFACE LINKED FOR DECADES TO THE WORLD OF FASHION. BY MODIFYING ITS SERIFS, LOTTUSSE SERIF IS OBTAINED: A LETTER THAT IS ELEGANT YET TIMELESS, CLASSIC YET RENEWED.
CRAFTSMANSHIP IS NOT ONLY A WAY OF WORKING: IT IS THE PHILOSOPHY OF THE HOUSE IN EVERY FACET, FROM THE DESIGN AND CONSTRUCTION OF THE SHOE TO THE FIRST WORD. A LANGUAGE MARKED BY THAT SAME ESSENCE: FROM WORD TO DEED, FROM IDEA TO MATTER, FROM INTENTION TO VOCATION.
THE IDENTITY NO LONGER DEPENDS ON THE LOGOTYPE ALONE. ANY WORD, TITLE OR NAME WRITTEN IN THE LOTTUSSE TYPEFACE IS RECOGNISABLE IN ITSELF.
INCA, MALLORCA
ANTONI FLUXÁ FOUND THE PERFECT BALANCE BETWEEN ARTISANAL PROCESSES AND THE USE OF INDUSTRIAL TECHNIQUES THAT FACILITATE PRODUCTION. THAT HARMONY BETWEEN THE HANDMADE AND INNOVATION IS STILL PRESENT IN EVERY LOTTUSSE PRODUCT.
THE IDENTITY,
INSIDE THE SHOE
THE LOGOTYPE AND THE YEAR, PRINTED ON THE INSOLE. WHERE ONLY THE WEARER CAN SEE THEM.
