THE ITALIAN SIGNATURE
Creating a new platform for the relaunch of Acqua di Parma.
Known initially as an Italian men’s cologne maker, ACQUA DI PARMA fell off the radar after being purchased by LVMH. In a competitive space driven by major launches and supported by strong advertising investments, the challenge for AIR PARIS was to give to the brand an impactful and premium new identity in an open territory over a short period of time.
AIR PARIS created a unique and powerful code, playing in a disruptive way with the brand logo to create something new and iconic. The creative signature started with communications that staged the product in a distinctive, simple way and then allowed the brand to mark itself as definitively different, attractive, elevated and modern, with an important heritage.
This strong branding with hero products and an established graphic system has become a timeless reference in the market and a key asset to differentiate the brand. Product launches that have followed like Blu Med and Iris Nobile, entered into this identity with the presence of Italian naturally and new emotion added to the brand.
Full Brand Platform & Codes - Strategy & Concepts – Campaigns