JOBS WE SERVICES JOB WALK WITHOUT LEAVING A TRACE Gomavial is a startup that focuses its activity on engineering and recycling tires to turn them into solutions. Its main product is a sandal that has a sheet of tire tread on the sole. They wanted to put it on the market, they were at zero in terms of brand definition and strategy, and they gave us the task. We went to work to get the job done from head to toe. In this case, from head to toe. Brand / Product / Launch / 360 Building APPROACH The main challenge was to compete in a market (sandals) dominated by the Brazilian giant (Hawaiian) and with many competitors looking for ways to position themselves, almost always by price or coolness. The differentiation and the search for the insight of the product, or the central value for the user, was the objective from the first sketch. That is why we decided to bet on the idea of sustainability and try to offer the user a simple discourse based on dividing sandals into two types: those that are sustainable, and those that are less. Or put another way: those that leave their mark. And those that do not leave a trace. The imprint was the word-concept on which all our communication was going to pivot. In addition to because it counted very well the ecological, for another reason: the footprint of our sandal was the most characteristic, being unique and of a real tire. From there, create a claim "Walk without leaving a mark" and a look & feel that differentiates us from the competition, mainly at the point of sale, in order to try to get our own identification. If Hawaiaanas is the world of explosive color, we seek to offer a simpler, more sober feeling that seeks a certain credibility in the speech, adding a näif touch to connect emotionally. In addition to working on the definition of the product and all the elements of the shopping experience (logo, sandal colors, label, bag, advertising at the point of sale, sales folder ...) we also created a website to publicize the brand, the product, and the main promise: www.tireflops.com . We use our own and third-party cookies to improve our services and show you advertising related to your preferences by analyzing your browsing habits. If you go on surfing, we will consider you accepting its use. You can change the settings or get more information here . Communication acc Bilbao. C / Diputación nº 8 - Ppal. Apartments 1-2-3 - T. 94 ... see telephone / Donostia-San Sebastián. Cº Portuetxe nº 18 - 2C - T. 943 ... see phone Legal warning cookies