Rebranding of Centuria, setting a more impressive positioning and restyling its communication material, in order to represent the brand and its unique selling proposition in the luxury market in a more sophisticated manner. A brand strategy and positioning project aimed to support international expansion and market share acquisition in the most developing foreign markets.
Brand Strategy & positioning / Art Direction
Fashion / Design
The Centuria naming is characterised by a simple and clean typography, the horizontal cuts evoke the unique bag fastening. The logotype represents and takes inspiration from a geometric diamond which is stylized to highlight the preciousness and the purity of brand.
Still lifes are clean and minimal to express the uniqueness and elegance of the product and evoke technology and innovation for customers who love a contemporary elegance. Centuria bags are the perfect blend of high quality materials, technology and artisanal manufacturing, following the great tradition of the best products Made in Italy. Innovative and contemporary.
Centuria’s communication reflects the high-profile of this new brand, with the following claim: “Premium Italian Briefcase” and offers an elegant and sophisticated urban look for customers.
The result is a strong product-focused image which enhances the collection and is able to communicate with immediacy the value and uniqueness of the briefcases. The website has also been revised and is presented with a completely new, contemporary and refined look, where the product images produced by the photographer Marco Vignetti are the real protagonists of timeless preciousness.