Trussardi Casa
Project development and result
Problem
Trussardi Casa tasked us, as design management masters students at Istituto Marangoni, to develop a comprehensive strategy for the launch of an outdoor collection for small spaces such as balconies, courtyards and small gardens.
Process
Parting from the given brief we embarked on a thorough research project meant to properly understand the brand as it is now: its history, identity and connection to Milan specifically and Italy in general. We thoroughly studied Trussardi Casa’s place in the fashion scene and its goals for the furniture market.
Further development
With the information collected and interpreted during countless sessions of brainstorming and discussion, it was decided to present a final work for the brand divided into five main sections:
Brand Core,
Brand Positioning,
Brand Personality,
Products and
Communication.
Extract from the Brand Core section | Standpoints.
Extract from the Brand Core section | Values.
Extract from the Brand Core section | Vision.
Brand positioning
Analysing the current market situation regarding the luxury and furniture sectors, we defined Trussardi Casa’s target customers, their preferences and needs, as well as Trussardi Casa’s main points of difference when confronted with similar brands, i.e., luxury fashion companies producing luxury furniture.
Brand core
Extract from the Brand Positioning | Target.
Extract from the Brand Positioning | Target audience’s emotional needs.
Extract from the Brand Positioning | Market.
Extract from the Brand Positioning | Differentiation.
On this section we distilled, defined and compiled the main values and goals of the brand, its proposed new identity in the market from which the rest of the sections were developed. Trussardi Casa’s relationship to the idea of understated and whispered luxury, and its heritage based on Milanese craftmanship, were central.
Brand personality
Extract from the Brand Personality | Keywords.
Extract from the Brand Personality | Tone of voice.
Extract from the Brand Personality | Brand Archetpy.
This section served to establish Trussardi Casa’s general personality and translate this into an appropriate tone of voice and characteristics as well as a new slogan and its brand archetype.
Products
Extract from the Products section | Weaving.
Extract from the Products section | Craftsmanship.
Based on the previously done research, we proposed a series of products, products lines and flagship items for the new outdoor collection to include, as well as guidelines and a brief for designers to follow highlighting details such as stitching, engraving weaving, and leather embossing.
Communication
Extract from the Communication section.
This section sets out a general communications direction as well as specific activities and products to be carried out such as partnerships with locations an art book focused on Trussardi’s craftsmanship.
