Coneli

A product launch built around transformation.

Coneli was created as a plant-based alternative to traditional leather, using materials including cactus, corn, and olive.

The first challenge was getting the product into the world. A Kickstarter launch needed to explain not only what the material was, but why someone would want the product independently of its sustainability credentials.

The answer was already inside the design of the products themselves. They changed.

Designed to adapt.

Adaptability became the idea at the brand's centre.

A tote could become a backpack. A fanny pack could move between several ways of carrying it. A belt could adjust without relying on a fixed set of holes.

Rather than treating flexibility as a technical feature, we positioned it as part of the product's lifestyle. Coneli could change with the person carrying it while retaining the refinement of a more traditional luxury accessory.

Showing transformation rather than explaining it.

Photography established the visual world around the brand while film and social content demonstrated how the products moved.

The first campaign paired lifestyle imagery with close product detail and transformation. Later shoots extended that visual language across new materials and products, allowing each launch to feel new without rebuilding the brand from the beginning.

The result became a growing library of photography, reels, and longer-form films built around the same idea of adaptability.

A launch became a brand system.

The initial Kickstarter raised approximately €10,000 and gave Coneli the foundation to bring its first products to market.

More importantly, the launch established a visual language that could continue beyond one bag.

As the collection expanded from cactus leather into corn and olive-based materials, and from bags into additional accessories, the same positioning around flexibility, material innovation and considered design gave the brand a consistent way to tell each new product story.