Dainese is an Italian manufacturer of top-notch protective equipment and technical gear for dynamic sports, including motorcycling, mountain biking, winter sports and horse-riding. It employed designers including Yohji Yamamoto, Adriano Goldschmied, Marc Sadler, Renato Montagner, and Aldo Drudi. The company has registered 118 patents and collected several design awards, including ADI Compasso d’Oro, RedDot Design Awards, ISPO Design Awards, International Design Excellence Award. Dainese sponsored racing from its earliest years. One of the first was 15-time World Champion Giacomo Agostini, who began racing in Dainese leathers in 1975. Multiple World Championship winner Valentino Rossi is currently among the best-known racers to wear the brand colors. The company has gone ahead and sponsored greats like Italian riders Francesco Bagnaia, Stefano Manzi, Andrea Migno and Nicolo Bulega in Moto2 and Moto3 Championships.
The objectives of the rebranding project and the development of Dainese’s new look and feel summarise as follows: 1. To bring greater brand recognition to higher end clientele, looking for no-compromise, top-of-the-industry products. 2. To attract and engage new potential audiences, with a specific focus on generations Y, Z, and millennials. 3. To stand out from the competition by communicating superior performance, exclusive technologies and unique technical value of the products range. 4. To expand the influence of the brand in new market segments, ensuring a look that is ahead of the curve, and consistent with the latest design trends. 5. To create a consistent storytelling on all the communication touch-points, with a specific attention for digital and social media. 6. To confirm and consolidate the industry leadership of Dainese with an iconic and recognisable voice and visual style.