Le Frattesi

Custom, handmade Italian hiking shoes

Creation of a brand strategy and visual identity from scratch for “the least ugly hiking shoes in Italy”, strongly linked to the small town where the shoes are made by hand.

Workshop and development of detailed document bringing together the current and future brand.
Development and design of bespoke concept and logo and selection of colour and font combinations.
Working closely with the founder providing direction on site structure, content and design.
Creation of a social media strategy to launch the brand from scratch on Instagram and Facebook.
Ongoing photography creating content for the brand’s social media channels.

We led the brand design for Le Frattesi — makers of nostalgic, high-performing hiking shoes partnering with a family workshop in business since 1857.

With both founders hailing from Fratte Rosa, the small town in the Marche region of Italy which inspired the brand’s name, and operations and production based there, the brand and visual identity draws heavily from the character of the town and surrounding territory.

The content strategy aimed to differentiate the shoes from other outdoor apparel brands, beyond generic staged hiking imagery, translating this to photography and social media content, while also evoking the quality and tradition behind these handmade shoes.