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
Thank You