With a decade of sales in Asia, entering the U.S. market required a new name and strategy.
Brand Strategy • Site Content • Tagline
- For this rustic leather bag importer, our Brand Roadmap process revealed the life journey of their ideal consumer: the individualistic ‘explorer’ archetype, seeking completely unique expression.
- We advised the client to trumpet the rough-hewn nature of their bags as ‘signature imperfections,’ in line with the wabi-sabi ideal of the founder.
- By claiming the term natural Morocco leather (instead of ‘goatskin’) we appealed to young urban male consumers.
- We highlighted how each bag develops its own unique finish through use and handling, perfectly supported by the tagline “Made by Hand. Shaped by Time.”
Your brand advice at each turn was spot-on, and every bit of content has surpassed all expectations. Thank you for helping pave our way into the U.S. market!
Fabrizio Giuliani, President
