Transforming innovation into a market-ready solution.
Cirql | Brand Boost
Cirql’s biodegradable midsole foam is an exciting innovation – but they needed to make it tangible. Our team crafted an intriguing communication strategy and technology-demonstrating products to tempt potential shoe brands. Meet ‘The Disappearing Shoe’!
| SERVICES | Product Experience Design Apparel & Footwear Design Brand Communication |
Closing a critical gap.
The market lacked a proven, fully biodegradable, high-performance midsole material for footwear. Something highly functional and attractive, yet capable of complete decomposition at end-of-life. Cirql, a pioneering new brand, filled this gap by creating an innovative, compostable material that professionalises the sustainable footwear initiative.
What did Cirql offer?
Cirql offered an end-of-life solution that maintains performance while providing an alternative to traditional foams—delivering on a zero-waste future. Their new material, which we named Cirql Zero, is ground-breaking: a midsole that biodegrades within 90 days in industrial composting facilities. The polymer pellets used are foamed without harmful chemicals or long curing times, creating a viable alternative to EVA foam with impressive performance and endurance.
But they faced a challenge…
As a materials provider, Cirql needed a platform to showcase their technology’s potential to prospective brand partners. They needed a compelling physical demonstration—shoes that embodied the innovation, style, and market potential of their material. Our task was to position Cirql as THE sustainable ingredient brand in a way that was memorable, impactful, and persuasive to all – users, brands, and manufacturers alike.
Collaboration done right.
KISKA’s unique approach proved essential in achieving Cirql’s vision. We selected specialists from several fields of expertise – including communication, brand, and footwear – to work simultaneously on the task. In this joint project team, our specialists crafted a narrative and developed the tangible products and memorable media – one of many examples of KISKA’s integrated design approach.
Another development project: this time, it’s for an action backpack brand…
Positioning Cirql for maximum visibility.
The story needed to be truthful, honest, down to earth. An obvious no-go for us was going down the ‘green’ route – it was too overdone and predictable. So, our designers and communicators joined forces and came up with a unique storytelling angle: The Disappearing Shoe.
Cirql’s chosen story.
We chose to speak directly to suppliers through a brand and product story video. The video takes an emotional approach, focusing on the impact of the ‘disappearing shoe’ rather than overloading on technical details. It uses familiar, emotive visuals and integrates real Cirql experts to create a personal connection with viewers. Visuals of a footprint fading symbolize the midsole’s end-of-life biodegradability, making the shoe “vanish” after use. The video conveys a strong message – the best mark we can leave is none at all.
Creating a ‘demonstrator’ product.
To bring Cirql’s vision to life, we designed a sneaker and a slide that balance functionality with storytelling. Each model features signature lug patterns that evoke the look of natural stone, fading at the edges to represent Cirql’s compostable solution. Subtle branding elements like the Cirql logo in the lug pattern and “NOT A FOOTPRINT” imprints further emphasise the brand’s commitment to minimal impact and end-of-life solutions. And hint at more to come…
We’ve also designed for Dolomite. Check out the Nibelia collection.
Our design decisions.
The sneaker is designed as a versatile trail shoe, ideal for casual outdoor activities and performance applications. The undyed hemp upper provides a raw, natural look that speaks to the material’s adaptability for brands focused on outdoor performance. For the slide, we highlighted practical features like bold, contrasting stitches to facilitate end-of-life disassembly. The heel strap cords are adjustable and recyclable, with logos embossed, embroidered, or screen-printed for ease of reuse and minimal ink use.
The power of the buyer.
We wanted to speak to the end consumer, as their buying motivations are the most powerful factor for a brand. If consumers started requesting Cirql Zero, brands would be highly inclined to partner with Cirql. To develop custom midsoles to their shoes and develop eye-level innovation partnerships.
Looking for a touch of summer? Check out the Aqua Marina paddleboards.
The outcome.
From product design to video storyboarding, we helped Cirql navigate product release. And with our guidance, Cirql successfully won the Brandnew Award at ISPO 2024, the world’s largest start-up competition in the sports business. Cirql’s launch at ISPO Winter 2024 was a significant milestone, positioning the company as both a material supplier and a co-development partner.
Check out more of our work.
Find out what co-creation can do. Strategic and hands-on, KISKA boosts business and generates impact with brand and design. See the results for yourself.
Teaming up for impact in our creative lab.
Our creative vision has one purpose: to break down the boundaries in sportswear. We don’t believe in more products; we simply need better ones. Meet K360® – our exploration zone for new ideas.
Got an idea? Got a start-up? Let’s take it to market…
Ideas power innovation. But getting them off the ground is the real challenge. It takes grit, resources, and strategic alliances. But KISKA is in the ideal position to help turn bold ideas into triumphs. We did it for RISER – and we’ll do it again.
Making Dolomite’s Nibelia hiking shoe collection
What’s special about the new Nibelia collection? Explore the design thinking behind this new venture and zoom-in on every detail.