The new course of Try in the sign of orange

In the New Fashion Industry Era glasses not only has to be useful, but has to galvanize the Status Symbol of who wears them and also his sensorial level.

This is why Allison today renders more dynamic one of its most technological brands through a total restyling. This is how the new project of Try was born, energetic and orange right from the logo, inserted into an orange background, a colour that has always suggested physical and mental energy, activity, creativity.

And the restyling wanted by Allison's President, Silvio Vecellio Reane, doesn't end here. The first goal achieved is the faces of a girl and a boy who will be the central plank of a publicity campaign that will regard not only posters but also the pages of Italian magazines of many sectors. They are characters of a campaign who don't wear the expectable pair of glasses, but who add to the genuineness of their features a simple transparent orange trace over their very personal gaze.

While up to the last season the faces of Try testimonials had been chosen among 'normal' people, rendering Try glasses 'transparencies for visible people', now we go further. The product isn't shown, thus it becomes even stronger, as if that line over the eyes brings everyone back to their privacy, to the antique tribal challenge that is transformed into presence and contemporaneous achievement.

The challenge continues under the planning point of view since, as Silvio Vecellio says, this new course for the brand launched by himself in 1995 was born from an authentic personal experience. How could he go further than 3 grams titanium glasses made of only 3 pieces?

'Going beyond yourself', Vecellio Reane tells, 'as I always did and especially being sure that time wears out every success that is not maintained by new ideas. So the idea of orange came out when I went diving near Ustica, and a Dutch friend invited me to go beyond 40 mt., writing the phrase Why Don't You Try? right next to his orange lucky charm'.

A sign, not only to challenge but also to claim your direction and your personal sense, so Try becomes a further sign. Every client will receive a T-shirt stating a series of claims, all regarding personal achievements: Try to Be, Try to Guess. And whoever connects to the Allison site will find a page called 'Try your slogan', that allows everyone to find a new advertising phrase that will be written on the next T-shirts.