JKR

Camper

El Bulli might have closed its doors, but that other idiosyncratic Spanish brand Camper shows no signs of weariness. I think there are two design lessons we can draw from their continuing journey.

The first is that if you know where you are coming from, it makes it easier to know where you are at. As a brand nodding towards a Mediterranean peasant identity, Camper have kept things simple, gentle and relaxed, as best expressed by their old ‘walk don’t run’ strapline.

You expect brown cardboard boxes and cheerful posters because Camper have this spirit in their DNA. Successive years of campaigns have not diluted this ethos. This means they have genuinely built a brand personality through design, avoiding gilding the lily. They continue to re-express the same basic design language, which is of greater charm and lower maintenance than trend chasing and zigzagging, that’s often typical in fashion.

Secondly, Camper has mastered the trick of designing classics with a twist – conventional loafers but with one lace or a bright red sole. They produce fairly unassuming footwear – comfy to wear but also comfy to purchase, but offer just enough seasoning in the design to keep things interesting. This might sound simple, but the blending of rural and urban sensibilities and of fashion shoes with an ‘outside fashion’ attitude must be no easy trick to juggle. Their recipes might be a little less avant-garde than El Bulli, but they do have a distinctive and palatable flavour.

By Silas Amos, Creative Director, jkr. For the full article, see this week's copy of Marketing.