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DISTINCT-
IVENESS



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Different and meaningful



While marketing structure is essential, creativity remains the ultimate differentiator, setting brands apart in a competitive landscape. Today's consumers seek more than just products—they crave purpose-driven brands that offer memorable experiences and integrate seamlessly into their lives as valuable, enduring entities.


"Responsive creativity" connects brands with voice-hungry audiences, fostering personal, reciprocal, value-driven communication.



Setting up



Fortu Milano
Rebranding a sustainable brand
Work in progress | Spring 2025 | Italy



Brand & Product innovation



Original logo



The design challenge for a new market mentality is how to adapt the heritage of "hand-made" Italian culture to a modern language, that not only expresses that legacy of luxury but also reflects the technologies used by Fortu Milano in today's production.



Minimalistic - modern - sustainable design



New logotype



Inspiration



“ Double touch of quality “



The work



The objective is to design flexible but fluid-modern elements that represent the brand and its characteristics of novelty, modernism, simplicity, and elegance creating a new brand language completely relevant to the clientele. Easier to identify within the market.


Symbol



This abstract brand F is almost a perfect fusion between handles object and its significance,



Personalized



The digital atelier, customize your Fortu Milano and make it your own. You can choose up to 6 details and make your own version. Available for Aldo and Ettore Bags and Frank Belts.



Brand color code



The combination of navy/dark/blue + light cream + white, always creates a modern-flexible balance, simplifying the brand language to a modern reflection of Fortu Milano.



Typography



Simple and modern logo has been created to be immediately recognized and associated with the concept product by the consumer. From defined lines that trace clear angles and curves, proposing a fluid-direct similarity with bags, briefcases, and others accessories. The combination of a contemporary font with a classic one, making a parallel, combines the tradition of Italy's fashion background, with the new concepts that the market now is requiring.



Simple, practical, timeless



Salling



online



Pride moment



CANADA



INSPIRATION



BRAND



QUALITY








BOLD & MODERN



We must follow new fashion trends. We must speak the same international language to reach the desired targets.



COMMITMENT



Our global leadership is increasing. Our present status places us in a privileged position that contrasts with the current perception of our southern neighbour, the United States.

Our spirit of solidarity encourages us to continue moving forward.



WE ARE BIG



We're the second largest country on the planet and the largest in our continent.

What we have to offer the world is yet to be discovered.



WE LEAD



Leadership without direction is not leadership. Canada's example will continue to prevail.



MUCH MORE



Sobriety cannot be confused with shyness.


Canada is big and beautiful. We need much more exposure and confidence. We should strive to seduce international markets with more passion.



NORTH, CENTRAL AND SOUTH AMERICA



America is divided into three parts. This is in accordance with an international geographic order.

North America is made up of the United States and Canada. For this reason, our reference to the north is twofold: it's physical and geopolitical.



Today, the absolute influence of design and creativity in any manifestations is an interpreter between modern society's mindset and the commercial world surrounding us. This is inevitable.



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