The other side of me
Domus Academy in collaboration with Italia Independent
Work realized with Camille Aguilar, Elsa Afif, Wenchang Qiu y Piyaphach Thavronpouee
My role: Analysis, Concept, Graphic design and Art direction
Work realized with Camille Aguilar, Elsa Afif, Wenchang Qiu y Piyaphach Thavronpouee
My role: Analysis, Concept, Graphic design and Art direction
Before beginning
Italia Independent is an italian company created in 2007 by Lapo Elkann, Andrea Tessitore y Giovanni Accongiagioco, with the purpose to take to another level the famous “Made in Italy”.
Trough sunglasses and lifestyle products, they want to be an innovative, modern and unique brand to become a design leader brand.
Trough sunglasses and lifestyle products, they want to be an innovative, modern and unique brand to become a design leader brand.
Brief
Identity a brand in order to create a co-branding capsule collection, that enrich the brand DNA, after identifying the most potential target.
DNA and values
After doing an analysis of the information collected during the research phase, we identify two main values on the image of the brand.
Innovative perceived only for the innovation in the use of technology and materials and Different perceived because of their originality and been a trendsetter.
Innovative perceived only for the innovation in the use of technology and materials and Different perceived because of their originality and been a trendsetter.
Buyer Persona
Strategy
One aspect that make Italian Independent different is the creativity, but on the user’s image is not there, that's why the strategy is to move the heart of the brand to the creative class and make them more aware.
Co-Branding
Balance between lifestyle and culture
Inspiration
Inspired in the street style, the culture and the sounds of the cities Milan (Italia Independent), Paris and Tokyo.(Maison Kitsuné).
Solution
This partnership is not about label, is about sharing of interest
“We have different lifestyles, but we all like the same stuff”
“We have different lifestyles, but we all like the same stuff”
Milan
Tokyo
Paris
Packaging
Merchandising strategy
To each category or lifestyle correspond a main product, which the customers can mix with an alternative object of the types of lifestyle
Which is your other side?
Which is your other side?
The other side of me
