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Camalion is a project made during the second Year of the Bachelor degree program of Design and Visual Communication, for the training module of Communication Design I and made in partnership with Arianna Milano, Anita Spangaro and Clara Torvà Salgado.
The project is a collection of patterns designed for the Italian company Sublitex, a factory that prints on textile supports using the sublimated printing method to realise final fabrics for well known national and international brands.
The patterns bring innovation to the process of printing using a new Photochromic ink that makes the fabric more flexible for different purposes depending on the context of use. The pattern are based on the skin of different animals, that changes depending on emotional status and feelings, changing its colours if exposed on sunlight.
The method used to devise the collection started with research about the printing method and the new possibilities with new techniques and inks.
The results of the researches helped to create the Concept: the use of a colour changing ink to implement the variety of context of use of the fabric and the idea proposing the same colour changing that happens in nature.
The work also consisted in the study of the Identity of the Collection and the Communication strategy into a B2B marketing.
For the first topic, the Identity of the collection has been constructed around the concept of heterogeneity and naturalness of the patterns.
To follow this chosen concept, we decided the collection’s name “camalion” that reminds of the most popular animal which changes its skin colour depending on its emotion. The designing of the logo also recalls a fluent handwritten word.
In conclusion, the payoff “Same clothes, different skins” underlines the link with the animal world that was taken as inspiration for the patterns.
To develop the Communication strategy, the team worked on the prototyping of a catalogue of different mock-up, the official website demo, the promotional video and a series of postcards printed with photochromic ink.
Camalion wants the customers to empathise again with nature and find new connections and similitude with it.
With five different colourful patterns, Camalion is a fresh and joyful collection, suitable for summer clothes, but also for more formal occasions when the pattern isn’t reacting with the sunlight.
The output of the work have been two A1 boards explaining the technical properties, the identity and the communication of the collection. Also, all the training course had the possibility to set up an exhibition to present all the patterns and the linked product for the communication (posters, postcards, videos, brand book and catalogues) to the company Sublitex and to the citizens of Torino.
