Brand Storytelling and Archetypes

Posted Leave a commentPosted in Branding

Storytelling is the simple act of telling a story. Something that we do since the dawn of times, when tribes gathered around a fireplace to hear and pass them on. Neuroscience explains it as a way for the brain to recognize familiar patterns and create narrative structures that become easy to understand and process. A […]

Brand Mindset. What’s Yours?

Posted Leave a commentPosted in Branding

The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, tangible elements. From logo to product range going through colour palette, website  design, packaging and tone of voice, just to name a few, everything the brand makes must be connected to its core values and […]

Fast-Fashion Luxury

Posted Leave a commentPosted in Thinking Fashion

Along with the many subjective definitions of luxury – from having time to spare to craftsmanship and rarity – somehow, for the past two decades we got used to its global expansion as an industry. Traditional fashion brands were shaken up while others were resuscitated with the same goal: make consumers, especially those in the […]