An Argentinian brand from head to toe. Repositioning and brand extension

By Julio Ferro

 
 
 
 
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The challenge

Making the best hats in Argentina for 120 years, Lagomarsino needed to provide its brand with greater elasticity, definition and modernity
  • Define the brand’s essential attributes to bring them across to the attire
  • Give better shape to an inconsistent visual identity and prepare it for the digital world

Answer

A concept which defines attire and captures an unexplored position in the market: “Country haute-couture”
  • The new logo is made up of a symbol to indicate the brand’s origin and its founding date to celebrate its 120 years of business
  • The repositioning allows the brand to use criteria that develops novelty and proposes innovation
  • The identity was created with the digital world in mind, with a clear website design and an attractive catalogue

Results

A brand that instils pride due to its quality and validity
  • A simple and powerful identity that goes for quality in everything it does
  • A presence that renews the brand and presents it to new audiences
  • Positioning that takes the company to a new level