Reimagining Brands – the Footwear concepts of Andreia Chaves

brand design agency Melbourne

Re-Imagining Brands et al…
At Truly Deeply, the thing we do best is to assist our clients to re-imagine their brands to position them for greater success in their market. So as you can imagine, we love discovering others around our world who are also experts in the art of re-imagination. Footwear designer Andreia Chaves is just such an individual. Each shoe  he designs is an individual work of art, footwear completely re-imagined.

Raised in the busy metropolis of Sao Paulo, Brazil; Chaves understands that beauty can be found in chaos, a concept that reveals itself in her footwear designs.  “The fact that I grew up in a chaotic city like Sao Paulo, full of contrasts, being in contact with such diversity and constant exposure to different visual inputs, has inspired me in how I think and conceptualize my shoes. Looking at my work, I can clearly see influence coming from my South American sense of versatility.  Also in the mix – what I have been experiencing in Europe.

These concepts come to life in each shoe created.  For example, “The Invisible Shoe” has a mirrored surface, creating a deceptively obscured optical effect with every step taken.  The chameleon-like façade blends in perfectly with any environment.

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The “Form & Texture Shoe” exhibits a disciplined study of form and material while keeping just enough chaos to stay interesting.  The contradiction here is the seemingly indestructible framework fused with the disorderly arranged leather and sycamore wood cubes.  The contours create a theatrical statement nothing short of impressive.

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Chaves finds it thrilling how each particular material has the power to completely change someone’s vision about a design.  An example for this, she sites, is the idea of a sandal made with simple Velcro strips (see “THE VELCRO SHOE” below) holding the foot, where you can easily change its shape, redesigning it and creating sculptures in air.

brand design agencies Melbourne

Dave Ansett, Brandamentalist
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sources: Andreia Chaves // [email protected]
P
hotos by Fernando Biagioni

6 Comments

  1. The invisible shoe is stunning. I love the way that it reflects the environment to become part of the shoe. Tim, what a great idea, a brand identity for that shoe would be wild, there would be so many unique and amazing ways to express the ideas contained in the shoe.

  2. What an incredible creative mind Andreia has Dave. I love the brand storytelling Andreia talks of in terms of growing up in a chaotic city like Sao Paulo, a city full of contrasts – makes you wonder what an incredible city Sao Paulo would be like.

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