Kitchen Stories conceived and developed Step Into Our World, the worldwide advertising campaign for the Cuoio di Toscana Consortium, overseeing both the creative concept and its execution.
Rooted in one of Italy’s most historic tanning districts, the campaign celebrates the excellence of Tuscan vegetable-tanned sole leather and the values that define it: naturality, authenticity, craftsmanship, and innovation. Step Into Our World unfolds as a journey into the heart of the Consortium, revealing the cultural and human landscape behind the material.
Leather itself becomes the protagonist of the campaign. Transformed into symbolic elements of the Tuscan territory, it evokes the land, the passion of its artisans, the legacy of art, and the lush beauty of nature. The raw material is elevated into a visual language that connects origin, process, and imagination.The creative concept highlights style, aesthetic language, and visual identity as the highest expressions of an artisanal tradition born from nature and shaped through experience, creativity, and craftsmanship. To embody this idea, a series of illustrations was created using leather itself, transforming the material into both subject and medium.
