Rebranding Shooting Visual Identity - Coccinelle

Politecnico di Milano | Building Visual & Brand Identity

A New Visual Directive COCCINELLE

Debora Ferrara Carlotta Grilli Chiara Gronchi Tong Xin

Find joy in the ordinary

The importance of a defined visual directive The definition of a visual directive for a brand is extremely important because it is the way through which the brand transmits its message and its values, which means what will be perceived by the user. Creating a strong visual identity essentially means applying the brand values to all the visual elements that will be used to promote and transmit it. When we talk about visual directive we talk about personality, consistency, each element should have the same basic styles and design elements, creating a coherent branding package. Important elements become logos, fonts, colors and photographic language that must necessarily be linked, be coherent

and evocative.

Case Study: Brand Personality

A New Visual Directive | Brand Analysis

Who You Are

Coccinelle is a well-know Italian brand started as a small leather goods company based in Parma in 1978. In the last decades the brand took its vision and made it global. The brand has tried to raise their fashion component, trying to redefine the contrast in between Italian tradition and craftsmanship with today’s international market trends.

A New Visual Directive | Brand Analysis

What You Do

Coccinelle designes bags and small leather-goods to include every kind of women and satisfy their needs, reflecting their own personalities.

A New Visual Directive | Brand Analysis

How You Do It

Coccinelle achieves its purposes by offering a wide selection

of products that allows the diversification of the target. The brand’s goods are divided in three styles, following the customer’s attitude: elegant, confident and gioia di vivere.

A New Visual Directive | Brand Analysis

Purpose

Coccinelle’s aim is to satisfies need and desires of its wide target. The main goal is to guarantee values like: to brighten up women’s

every day lives, celebrate their confidence and last for life.

The file rouge of the company is to communicate through the product a

joyful spirit to life.

A New Visual Directive | Brand Analysis

Personality & Brand Voice

Self-confidence, modern woman, natural attitude, generous and elegant by nature, gioia di vivere, radiance and sophisticated. The tone of voice of the brand is versatile and alternates irony and elegance.

A New Visual Directive | Brand Analysis

Competitors

On-brand

Valextra, Zanellato, Mansur Gavriel, Lancaster

Off-brand

Pinko, L’Autre Chose, & Other Stories, LadurÊe, Tiffany

A New Visual Directive | Brand Analysis

Founded in 1937 by Giovanni Fontana, with the idea of a company that combined artistry with the most daring innovation and that expresses the very essence of Milanese style. Light, graphic and essential, the profiles are inspired by the primary aesthetic of design. Where the form follows the function and the function follows the form. The lines are pure and discreet, but also bold and often unconventional, as an authentic design object.

new italian style no logo quality heritage made in Italy

Valextra

A New Visual Directive | Brand Analysis

Zanellato proposes sophisticated luxury creations that are contemporary and typically reflect the Italian taste; every collection is part of the story that defines the heritage of the maison. In a few years, Zanellato creations have become iconic pieces distributed in the most important boutiques and department stores in Italy and worldwide. The elegance, sophistication and authenticity of the products are the unmistakable expression of “Made in Italy� quality.

heritage made in Italy classic elegant

Zanellato

A New Visual Directive | Brand Analysis

Lancaster is a French company whose talent and expertise have made it a well-known name on the leather goods market. Its keywords are innovation, constant change, fashion consciousness and trendiness. The brand designs a wide range of items that meet the needs and desires of today’s men and women.

Lancaster products attract clients for their quality and practicality, with designs inspired by the very latest fashion trends.

color blocking no logo quality vibes

Lancaster

A New Visual Directive | Brand Analysis

Mansur, 33, and Gavriel, 34 are the designer of this conceptual brand.

They introduced their first collection of handbags back in 2013, with styles selling out within minutes of being posted on their website. In glossy, vegetable-tanned leathers, they were distinctive but with a simplicity and insider cachet that gave them the mileage to go beyond being one-season wonders. Shoes arrived in 2015 when they showed ready-to-wear for the first time.

girlish no logo inclusive joyful

Mansur Gavriel

A New Visual Directive | Brand Analysis

Made in Italy. Creativity and design.

Essential lines. It is L’Autre Chose, the essence of femininity. Since 1959, the company began as a small family business, but already with a well-defined mission: to create excellent quality leather goods, with a refined style. The refinement comes from a passionate mix of quality and design, tradition and innovation, elegance and spontaneity; a unique balance between savoir-faire and contemporaneity.

feminine feeling no logo timeless

L’Autre Chose

A New Visual Directive | Brand Analysis

Pinko was founded in the late 80s. Pinko is a response to the fashion needs of an independent, strong and sexy woman, aware of her femininity and determined to express it in different ways, but first and foremost through her choice of style.

The collections stand out for their unique, eclectic, original and contemporary style, of great appeal to women worldwide.

These women have contributed to the brand’s global development.

joyful trendy cool girlish

Pinko

A New Visual Directive | Brand Analysis

Founded in 2010 by a small group of creatives, & Other Stories grew from the wish to give women the freedom of expression through one brand.

It all started in 2011 with the idea of launching a beauty brand even with a strong fashion connection. But even though the beauty was the starting point, the focus shifted immediately to Ready to Wear. Today & Other Stories has become a life style brand.

no logo joyful trendy natural fancy

& Other Stories

A New Visual Directive | Brand Analysis

It all began in 1862, when Louis Ernest Ladurée, a man from France’s southwest, created a bakery in Paris at 16 rue Royale. The ”salon de thé” had a definite advantage over the cafés: women could gather in complete freedom. The brand is also famous for its typical macaron: the Ladurée macaron is often called “the supermodel of the food industry”... chic, timeless, and beautiful.

inclusive heterogeneity feminine chill

Ladurée

A New Visual Directive | Brand Analysis

The first Tiffany & Co. store was inaugurated on 18 September 1837 in New York. In the beginning, the company sold especially stationery.

In 1848, deciding to devote himself to the jewelry business alone, Charles Lewis Tiffany introduced very high quality gemstones to the United States. The prestigious and elegant blue box finished with a white ribbon, was a great success, that has become a symbol for the brand also nowadays.

big target community inclusive timeless

Tiffany

Visual Analysis

Current state brand visual analysis and definition of areas of improvement

A New Visual Directive | Visual Analysis

Current Visual Overview

Still life

The product is placed in the center, a certain

attention to detail is highlighted,

still life and portraits are preferred indoors . In the

communication, an illustrative language is often used.

Nature

After a careful analysis it was possible to notice that nature is

a recurring element (sky, sea, countryside).

Colors

The color has a

fundamental function and is mostly used in

tone on tone and color blocking.

A New Visual Directive | Visual Analysis

Exclusivity Intimacy Focus on the product

Still life Interior

A New Visual Directive | Visual Analysis

Open air Chill atmosphere Colorful

Nature Link

A New Visual Directive | Visual Analysis

Soft atmosphere Romantic Elegant

Tone on Tone

A New Visual Directive | Visual Analysis

Highlight the product Environment balance Joyful atmosphere

Color Blocking

A New Visual Directive | Visual Analysis

Visual Strenght

Color

The use of color in order to give

contrast and importance to products.

Storytelling The joyful spirit is always the key element of the campaigns.

The photos are evocative and full of emotion.

Evocative The brand will to communicate stories through

attention to detail and atmosphere.

A New Visual Directive | Visual Analysis

Contrast Focus on the product Choice of joyful color

Use of Color

A New Visual Directive | Visual Analysis

Happy moments Sharing Lightheartedness

Evocative: Joyful spirit

A New Visual Directive | Visual Analysis

Powerful images Evocative Strong styling

Storytelling

A New Visual Directive | Visual Analysis

Visual Weakness

Lack of coherence The analysis of the brand reveals:

heterogeneity, lack of stylistic coherence, lack of brand recognition.

Different language The analysis of the brand reveals:

various photo styles, different languages and disconnection.

A New Visual Directive | Visual Analysis

detailed, romantic

collage, vacation

saturated, powerful

saturated, chill

A New Visual Directive | Visual Analysis

minimal design

contrived retro

photomontage

surreal

A New Visual Directive | Visual Analysis

Key Visual Elements

Color

The color are

neutral and tonal. The colorblocking is used to highlight the product.

Light

The light is filtered to recreate a chill

and peaceful atmosphere.

Photography

Atmosphere

cropped, wide imagery and portraits.

real location.

The photographic framing is

The design atmosphere is a

Emotion

The brand allows to communicate stories through

attention to detail and atmosphere.

Palette

The contrast is strong between

the product and the environment.

Inspirational Mood-board

Inclusive

Feminine

Joyful

Free Personality

Curiosity

Thematical Breakdown Boards Narrative Themes & Visual Topics

Narrative Themes Elements, subjects, feelings

A New Visual Directive | Thematical Breakdown

Food Inclusive Funny Community

Elements

A New Visual Directive | Thematical Breakdown

Real People Irony Curiosity Multicultural Feminine

Subjects

A New Visual Directive | Thematical Breakdown

Happiness Joyful Life Freedom

Feelings

Visual Topics

Lights, Atmosphere, Palette, Photographic framing, Styling

A New Visual Directive | Thematical Breakdown

Soft Lights Shadow Play Filtered colors Non Direct Light

Lights

A New Visual Directive | Thematical Breakdown

Real location Retro vibes Interior spaces

Atmosphere

A New Visual Directive | Thematical Breakdown

Color Blocking Tone on tone Filtered Colors Core colors: pink, red and green

Palette

A New Visual Directive | Thematical Breakdown

Wide imagery Cropped images Product close ups

Photographic Framing

A New Visual Directive | Thematical Breakdown

Color Blocking Match between garments and objects Colored Suits Neutral Shoes Touch of femininity Nude makeup

Styling

Color Blocking Continuity between garments and objects Colored Suits Neutral Shoes Touch of femininity Nude makeup

Project Photoshoot

Styling

Product Craftmanship New Classic Elegant Versatile Fine

Ermitage Collection

A New Visual Directive | Visual Analysis

Visual Concept

Vibes

The vibes come from a retro world, colorful and joyful, in which everyone can enjoy life and be happy, expressing their personality. The

key element is that sense of zest for life, that is shown in chill situations.

Colors

Colors are a fundamental

part of the narration. They

highlight the importance of the product, which is in contrast with

the garment colors.

Male

Use of male figure: to

emphasize the heterogeneity of the product

not neglecting the feminine vibes related to the bags and the user.

A New Visual Directive | Project Photoshoot

A New Visual Directive | Project Photoshoot

Instagram page

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