London, United Kingdom | 2023 | Creative Direction, Brand Identity
Superga’s inconsistent brand identity and lack of narrative hinders it from making any progress in the market today. There is a growing need to create a holistic brand experience, digitally and globally while making the brand relevant in the market again.
A need to unify the brand’s output and perception with their values, creating consistency in their visual identity across all platforms.
INCLUSIVITY DRIVES THE NEW SUPERGA BRAND MESSAGE. THE VERSATILITY OF THE PRODUCT IN A WAY ALSO WORKS TO SUPPORT THIS MESSAGE OF “SOMETHING FOR EVERYONE.” THIS WILL BE REFLECTED IN THROUGH NOT JUST THEIR MISSION, BUT REPRESENTATION IN ADVERTISING, ENDORSEMENTS AS WELL AS FUTURE COLLABORATIONS.
INSPIRED BY THE CHESS BOARD, THE BRANDING
COMBINES CHESS AS A CONCEPT WHILE REFLECTING THE COMPANY VALUES AND CUSTOMER BELIEFS
The culture of those who play chess well reflects that of the Superga brand. From celebrating diversity to the languageness of the sport, chess too is something for everybody, no matter their race, age or background.
Positioning the brand in the market for Timeless Comfort and Premium Quality, the main objectives of the brand become building a cohesive identity, increasing digital footprint and building a generational bridge between customers.
Inclusivity drives the new Superga brand message. The versatility of the product in a way also works to support this message of “something for everyone.” This gives birth to the brand's new tagline: The Perfect Mate
SOMETHING FOR EVERYONE, FROM ANYWHERE, FOR EVERYDAY.