by Fiat
MOCHI
V I S COM 5 S P 2 015
MOCHI DESIGNTHEMOCHI@GMAIL.COM 949 . 302 . 1403 VISUAL COMMUNICATION 5 ADOBE ILLUSTRATOR UNDERSTANDING BRAND TYPEFACE: GOTHAM
CONTENT IN TR O A Brief History Core of Fiat The 500 Fiat in America
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FA M I LY O F P R O D UC TS Dolce far Niente Helmet Scooter Duffel Bag Final Shots
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INTRODUCTION
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A BRIEF HISTORY
Fiat was founded in 1899 as a performance car company. It has since become the cornerstone of the Italian economy. Fiat has provided weapons, aircrafts, and technology in both World Wars, and helped rebuild itself and the economy post war. It motorized all of Italy, and its success drove the economy. Today, Fiat is an international automotive company known as FCA that owns Maserati, Ferreri, Alfa Romeo, Dodge, Jeep, Lancia, and Chrystler. They are 8 times winner of the European Car of the Year through the 100+ years they’ve been around. The cars designed for Fiat itself have a light hearted, playful attitude that encourage users to enjoy each and every day. It is the Italian lifestyle.
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FIAT IS ITALIAN LIFESTYLE – AN INSATIABLE LOVE FOR EACH DAY.
http://www.deepinsicily.com/wp-content/uploads/2015/08/Vintage-Fiat-500-Self-Drive-Tour-600x400.jpg
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THE 500
The 500 is by far Fiat’s most Iconic car. The new look introduced in 2007 reminds us of the same charm that the popular 1957 one had. Both have the same playful emotion and characteristics, however the ‘07 model has a more grounded and aggressive stance while the 1957 model feels like it’s bubbly and floating.
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THE 500 IN AMERICA
To bring Fiat to the States, FCA first introduced the new 500 and created several derivatives of that same car. While all of them still feel like the essence of Italian lifestyle, each car has its own personality and its own use.
500
http://image.superstreetonline.com/f/32458000+w+h+q80+re0+cr1/ epcp_1106_01_z%2B2012_fiat_500%2Bfront_view.jpg
500c
http://images.newcars.com/images/car-pictures/original/2012-FIAT-500c-Convertible-Pop-2dr-Cabrio-Exterior-Back.png
500 Abarth http://images.thecarconnection.com/lrg/2014-fiat-500c-2-door-convertible-abarth-front-exterior-view_100473770_l.jpg
500e http://themariberti.com/portfolio/fiat/img/fiat500E_lp.jpg
500L http://cdn-ds.com/media/websites/1432/content/2015_Fiat_500L_ with_words.jpg?s=49266
500X https://www.fiat.co.uk/Resources/img/cars/500X-Restyled2/drag_ mask_assets/500x_random_assett_02.png
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FAMILY OF PRODUCTS
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THE NAME
‘Dolce far niente’ is a phrase in Italian meaning ‘the sweetness of doing nothing.’ It summarizes the Italian lifestyle in that they value the gift that each day. It’s not necessarily doing nothing, but the fact that they can enjoy the little things so much more when they slow down and take a breath.
https://upload.wikimedia.org/wikipedia/en/7/7c/Waves_on_Strad
die_beach.jpg
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HELMET
The first product is a helmet.
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HELMET For the scooter!
The helmet mimics the bubbly character the 500 has, and has the same character line that runs across the 500. The bottom is made of a softer material to cradle the face.
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SC500
The helmet accompanies the Fiat scooter, the Sc500. The form language is based off of the 2007 500, like the rest of the 500 family. It includes the same lighthearted, playful attitude while keeping the original Nuova’s heritage and charm.
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SC500 Sweet escape
Painted with several coats of shiny red, and a soft white leather seat, the Sc500 entices you to take it for a ride.
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500 DUFFEL
The last product is a duffel bag made of soft leather. The duffel is the perfect size for those day trips to the next city over, or the beach. With a cute “face� like the 500, this duffel bag will definitely brighten your day.
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500 DUFFEL It’s fun sized
This bag is made of red leather of different softnesses and textures. It’s accented with white polyester nylon.
The bag is based on the “face” of the modern 500, using functional stitching and placement with an aesthetic accent.
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