Fashion Branding. Altacruna new brand

The Challenge

A fashion company asked us to create a new brand for a new line of outerwear in leather, sheepskin and fabric, strictly Made in Italy.

Designing a name, giving a structure to the brand, identifying the target, defining photography and styling. A complete fashion branding, in only 3 weeks. Based on the clothes drawings. This was our challenge.

The approach

The first phase was to create the Altacruna naming: a crasis between two words: “Alta” which means “high” and refers to the positioning of the brand and the high quality of raw materials and manpower. “Cruna” stands for the needle hole, symbol par excellence of the textile sector.

Then we focused on the clothes collection and on the positioning we wanted to give to this brand. Altacruna addresses a modern woman, who wants to be both elegant and sporty: the brand designer call her “a career mom”. From here comes the name of the first collection “Mirror”, referring to the reversibility of garments.