Dondup rebranding project: a complete brand strategy and positioning program for the Italian denim company, including the redesign of its communication materials, in order to support the international expansion and new market share acquisition in the fast growing foreign.
Brand Strategy & positioning
Nascent has developed a thorough analysis of the brand including an accurate study regarding its current positioning. A research project and strategic survey concerning the areas of market identification and its relative competitors, leading to the definition of a positioning open to international markets, with the identification of operational areas which takeoff from a redefinition of the brand dealing with offline, online and retail communication.
Editing of the Dondup 2014 Brand Profile which summarizes the basic concepts of the new strategy as well as the presentation of the brand. The document illustrates and sums up the most significant steps regarding the new positioning,
specifically created for Asian markets. The first elements which will constitute Dondup’s new visual language and which reflect the new direction taken by the company are disclosed in the Brand Profile.
As final task Nascent has been asked to envision and design the entire Graphic identity system. Starting from a new logo design solution meant to clean up a simplify the original logo, the new system clearly address the new brand positioning and the excellent product which Dondup provides. In addition to a complete redefinition on how the brand is dealing with offline, online and retail communication, has been redesigned the labelling and ticketing system.