Luther DSGN è un'agenzia creativa con sede a Roma, formata da figure professionali quali designer, interactive manager e storyteller provenienti da grandi società e agenzie multinazionali.

FERRAGAMO TUSCAN SOUL

CLIENT: Apload

CATEGORY: Fashion

PRACTICES: Concept Design, Naming

YEAR: 2015

CREDITS

Creative Direction: Michele Savino & Stanislao Migliorino
Art Direction & Design: Michele Savino, Stanislao Migliorino
Copywriting: Michele Savino
Managing & Accounting: Apload

ABOUT THE PROJECT

A long complex research and a deep introspection led us to designing and proposing an innovative concept for the classical standard of the brand.
The product lost its appeal on international markets so what we intended to do was to bring a breeze of freshness and restore the perfume’s sobriety.We found a solution and it was right within perfume’s name­Tuscan Soul. The brand should make use of Tuscan land, offering to people its noblest and highest values, universally known. All began with naming of the products, amongst the proposed and accepted ones were: Bianco di Carrara and Convivio. One of the fundamentals of the Concept is obviously the packaging itself: the structure is composed by a base which turns into a pedestal once you open the package. Having in mind to create an experience and not just a product, we thought of assigning material values to each fragrance, leveraging the accent more on tactile senses rather than the visual and olfactory ones. The true Tuscan heart, according to Luther, is a noble heart made out of exquisite types of wood, marble and rare perfumes from the core of the Earth; in this case the choice was that of the inlaid wood, a gem, considered to be the best to represent the traditions of Florentine masters. Labeling of the product was structured in a totally opposite manner in respect to the existing project, using a serial lettering easy adaptable to each fragrance. Leaving aside the graced characters, we chose to use a very contemporary San Serif font that with the help of a very good tracking emphasizes the extremely elegant font but at the same time is very contemporary.

Luther DSGN è un'agenzia creativa con sede a Roma, formata da figure professionali quali designer, interactive manager e storyteller provenienti da grandi società e agenzie multinazionali.

MORE PROJECTS …