Ermenegildo Zegna’s mission was to create an entirely new brand identity for Z ZEGNA, a pre-existing second line. The objective was to clearly position Z Zegna apart from the main line, while still retaining a distinctive place in the Zegna World and within the accessible luxury segment.
Out There developed a comprehensive strategy that was not just informed by market research and competitor analysis, but took extensive interviews with industry insiders and consumers into consideration. The new brand identity included a new logo, brand statement and a complete brand identity system. This was followed by an accompanying print and digital advertising campaign and film content project.
Market and competitive analysis, Marketing strategy, Brand repositioning, Brand strategy, Brand identity, New logo development, Typography, Packaging, Logo application, Layout and design