VITTI Cycling Branding
Never Chasing Never Following. We are lost in time, lost in Italian films and fever dreams.
Our inspiration comes from old Italian ladies wearing black, mountain roads through tiny villages, Campari, swimming in the Mediterranean, Marcello Mastroianni, Monica Vitti, summer meals on the patio, my grandfather sitting under the grapevine, espresso in cafes, ripe figs from trees, all these things make us who we are.
I started this brand with my own money, put my family name on it, put my heart and soul into it as a vehicle for everything I love and how I see the world. I created my own perfect client, a client who makes beautiful images and films strictly because they are beautiful. I made a company who makes beautiful kit just because they can. VITTI Cycling is a repository for all the things I love in the world in a way that is unaldulterated, unapologetic and resonant.
“Non Dimenticare Chi Sei” means don’t forget who you are. It’s the ethos of our brand. My grandfather said it to me when I started traveling all over and was away from home for long stretches. He told me, non dimenticare chi sei because he wanted to remind me that no matter where I was in the world that my family were always there for me.
“Non Dimenticare Chi Sei” as a brand message has resonated with our customers and on social media as a reminder to stop and breath and take stock and not to forget who you are.
“Non Dimenticare Chi Sei” as a brand message has resonated with our customers and on social media as a reminder to stop and breath and take stock and not to forget who you are.
Films
Our brand films are anything but the standard cycling fare. They are visceral and surreal showcasing our view of cycling in unexpected ways and locations paying tribute to all our modern film heros.
Pre launch teasers for social media.
VC FILM PAGE
Photo
We count oursleves lucky. I have the incredible good fortune to have in my circle of friends some of the best, most original photographers on the planet.
VC PHOTO PAGE
Journal
I write a lot. I always have, it’s been way to put down on paper the running monologue in my head. I never really put it into the world before because it wasn’t in the job description as a photographer. As the CD and CEO and all things head office for my own brand I get a chance to write often. I get to say things that otherwise would go unsaid, all the little thoughts that swirl around find a home here in the journal.
Social
Our strategy is simple. Make beautiful images that stand out through all the noise of social media and let the audience come to us organically. We launched at the beginning of Covid, as timing goes it wasn’t great but it’s where we were. We established our brand indentity with a worldwide audience in a competitive space as a niche cycling brand with a unique point of view. We grew organically to attract followers and engage with people worldwide as a result of staying true to our ideals of making beautiful things and being honest about our message of quality and care.
Enzo
Our fearless leader came about from a text with the amazing Australian artist Mikey Freedom. We went back and forth about things we both loved and felt were a bit lost in today’s world... a throwback icon, a character that encompassed vintage cycling in a specifically Italian way. He graciously and unexpectedly gitfted Enzo to me and we worked on fine tuning him into the man he is today.
We have mad plans for Enzo... stay tuned. For the story and interview with Mikey check it out here.
Ambassadors
We have been fortunate to have amazing brand ambassadors. Mostly all of them had never been a brand ambassador before. They come from all parts of the world but have in common amazing creative skills , an obsessive love of cycling and they are all truly excellent people.
Nina actually tattoed our brand message on her leg. “Non Dimeneticare Chi Sei” She did it entirely on her own because of what it meant to her.