L'Arianna - shoes
A rebranding for L'Arianna that pairs a sophisticated logotype with the founder's own signature.
The strategic premise
Tradition is not only preserved, it is put in a position to continue. Founded in Naples in the nineteen-sixties, L'Arianna comes from the journey of the Capuano family and from decades of stylistic evolution, research and process innovation.
The strategic challenge
The project called for new positioning and a brand equity able to ennoble an identity that lacked a cohesive institutional image. It was not a matter of erasing the past, but of building a controlled evolution, recognisable to the long-standing audience and oriented towards the international market.
The process and the vision
The logotype was rethought through an elegant and sophisticated typographic selection. Into the system was introduced the name of designer and founder Gianluca Capuano, accompanied by a calligraphic typeface that echoes his handwritten signature.
The signature returns the product to the person and to the responsibility of whoever designs it. The system was applied across the coordinated image, the product, the packaging and the various communication touchpoints.
The design synthesis
The rebranding builds a new continuity: the family history stays recognisable, but takes on a more precise, more international form. The institutional typography defines authority, the signature gives back closeness and savoir-faire.
