Extra Comfort release

Since 1977, Dakota has been dedicating herself with care and affection to the appreciation of women’s feet. Today the brand is among the largest footwear companies in Latin America, with the production of 90,000 pairs of shoes per day. 10% of the brand’s production is exported to all continents, taking fashion, comfort and design to the whole world.

Challenge

Dakota shoes, besides beautiful, are extremely comfortable and have excellent quality. They are made with high quality material, the forum and the insole are made to provide the greatest possible comfort. But as Dakota’s forte is comfort, the brand has developed a line of shoes with heels with shock absorbers. The line called Dakota Extra Comfort offers, in addition to jumps that absorb up to 70% of the impact, more flexible and soft products, with inner lining with padded fabric and ensuring total comfort for the feet throughout a whole day. The creation of the POP displays was divided in two approaches: the use of surfaces that remitted the sensation of comfort, and glossy polymers with the option of using a backlight to highlight new features.

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Agency – Dez Comunicação
Date – 2014