Rewrite the rebranding rules for a ‘90s outerwear icon.
The ‘90s. Museum becomes an icon in the outerwear sector, with a young, trendy, highly reliable label. Twenty years later the brand wants to reposition itself in the urban street fashion sector. Keywords: committed, technological, but most of all urban at heart. A lightweight and hi-tech collection designed for the city, without forgetting its origins and the garments that made the brand famous among a faithful and dedicated public.
Start again from the basics. We analised and identified the new target and the relevant scenarios for building a structured and efficient digital strategy. Objective: renew the brand’s message and reposition it as an established label launched towards the future. How? We took the challenge literally. The traditional communication image of the brand has been overturned, bringing garments and styles into fresh and unexpected contexts, of a more immediate and contemporary flavour.
A clean cut and tech language Icon set highlights the product characteristics.
From the website to Facebook and Instagram channels, we have relaunched the brand communication through highly potential photo, video and text content, paying careful attention to video and seasonal shooting campaigns with an eye to social marketing.
The website has become a trending topic on Awwwards.
Social Media Contents
IG followers in 4 months
Photo and videos produced / shooting day
Users clicks on “Store locator”
Gioia Riccioni, Michele Savino
Social Media Management
WHAT WE DID
Brand Strategy & Positioning
Copywriting & Storytelling
Web Design & UX/UI