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L'Arianna —




L'Arianna was founded in Naples in the 1960s.
History and professional growth characterise the Capuano family's work. Evolution and innovation in the sector, as well as numerous prizes and awards, are determining factors that have allowed the company to be considered a testimonial of excellence in the Italian footwear sector.

Gianluca Capuano, who now runs the shoe factory with his wife Alessandra Manno, relies on the excellence of the product for the expansion of the brand in Italy and worldwide: "We are synonymous with quality, style and technique: our product speaks for itself, its quality is our best calling card. Thanks to this, we have succeeded in establishing ourselves in the Italian market and in the foreign markets where we are present: in Switzerland, Japan, Germany and Austria'. Gianluca Capuano is a craftsman, a visionary, an innovator of excellence in the field of footwear, his goal is to improve the footwear experience for women.


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For this project I worked on a brand concept followed by brand equity capable of enhance the identity currently on the market without a cohesive and consistent institutional image.
The first action was to identify the reason for existence for the old brand identity, evaluating its strengths and morphology to create a correct evolution that would not deviate too much, on a perceptual level, from what users were used to.
A well-considered choice on the typeface of the logotype prompted me to look for typography in an elegant expression with a high visual impact.
To enhance the brand identity, I chose to include the name of the designer and founder of the brand, because he was an ambassador of dedication to work and innovation in the field of women's heeled shoes, In this case the typeface used was a calligraphic one to simulate the signature, an element symbolising personal guarantee.
The branding phase continues with the coordinated image, the application of the identifying mark on the product, packaging and on L'Arianna's various communication vehicles,
maintaining visual and conceptual fidelity with the brand identity and equity.
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