ITALIA INDEPENDENT
UNIVERSITY PROJECT
PRODUCT STRATEGY - High Voltage
#logo #branding #brand-strategy #trend-research
— Finding a new strategy to the brand and creating a new Italia Independent collection
My role
During this project, in collaboration with Italian Independent, I was responsible for the branding of Italia Independent Lux- and the development of brand essence.
As for the next stage, I worked on development of the overall concept, creating a new logo for the collection, and working on the communication strategy.
The outcome
—- We created a new collection for Italia Independent under the name “High voltage” derived from the brand essence: dynamism, innovation and Lapo Elkann.
— Creation of new logo, a packaging and a new innovative launching campaign
Research
During the first phase of the project, we understood the brand essence. After some fast intercepts in some stores in Milan we identified some insights, and researched about the latest trends, in order to create the best solution tailored to the customer's needs.
Design & Concept generation
During this phase we came up with the name of the capsule collection as well as the concept.
What is "High Voltage"?
High Voltage is a capsule collection for the sunglasses brand Italia Independent that derived from the brand essence (dynamism, innovation, and Lapo Elakan). We also worked on promoting the collection in a launching event, as well as in a concert by creating a High-V corner.
Logo creation
The logo was thought as simply having it written but giving the high voltage effect - electric effect to it.
The colors were used to know the high intensity and eclecticity of the brand.
The collection and packaging
A selection of sunglasses using this fluorescent material. (each one is different: all transparent, or transparent and matt, or matt transparent matt). As for the packaging, it has a premium look, composed of the sunglasses case, inside another box, which one can keep and use it for something else.
Marketing and launching of the item
We designed the concept of the launch, designed the form of the invitation as well as the experience of the launch: the audience will interact directly with the sunglasses, they will experience the high voltage when touching elevated boxes.
The High V-Corner in a Concert
Designing a promotional space for High Voltage in a concert. A corner similar to a labyrinth made with the same plastic material used in the glasses, with fluorescent edges. People can walk and experience the high voltage feel.
