Sprezzatura

Easing Italian luxury into modern effortless classic menswear

Branding, Print, Strategy

Project Background

Sprezzatura Eleganza is a boutique curator of luxury menswear based in Bangkok. It offers a premium in-house bespoke tailoring service and carries multiple Italian luxury menswear brands such as Rubinacci, Fortela, and many more. The founders' love for luxury menswear, their intention to create genuine connections with their customers, and how they infuse their personal style and creativity in their offerings make this brand unique and set it apart from the rest of the market.

Challenge

Sprezzatura knows that it's not just another retail, but it covers several aspects of men's lifestyle. It's a combination of retail, a social club, a studio, a bar, and more. However, to get this message across to its prospective customers, its brand must evolve and show that it embraces its authentic essence, character, and vision.

Solution

We decided to give a completely new face to Sprezzatura's logo identity. The new logo identity was designed to truly represent Sprezzatura's brand, bring out its luxury yet playful character, and have enough flexibility to utilize in other related projects or materials needed in the future. As a result, the logo identity was transformed from an initial lettermark to a wordmark to emphasize the brand's name and to reduce confusion. The brand new typography logo is playful but still subtle enough to illustrate the luxurious aspect of the brand.

Since the new logo identity is flexible and versatile, it allows the founders to extend its use to create a stronger brand presence and deliver better customer experience from its online channels to its physical retail. It helps Sprezzatura build a unique stand as well as targeting more affluent customers.