Advertising, Corporate Branding, Design Guidelines, POS Materials, Product Design, Rebranding



Watches for falling in Luxury

Lancaster, the trendy-elegant watches and jewellery brand by GPA Fine Accessories, reached a growth steadiness, but needed a rebranding operation in order to get to the next level. Because of the strong competition, a modern brand redesign had to take place to win the challenge.

A new logo was developed, remaking completely the heraldry symbol of the shield and redesigning the typeface. An hourglass was embedded into the initial L letter inside the shield, shaped with sharp and precise edges. A custom designed font was created to write the Lancaster name with a unique personality. The whole brandmark took shape in an elegant, fine and sophisticated form, yet strong, minimal, and proud. The previous english writing “Italy” was replaced by Italia, reinforcing the perception of pride, uniqueness and preciousness of this Italian brand.

New accessory products were designed using the new herald, capitalising on the new Lancaster logo.

After the solidification of Lancaster’s new identity, the communication language was elaborated, generating print advertising campaigns carrying the luxury values of the brand.


lancaster watches brand guidelines

lancaster watches jewellery accessories design

lancaster watches jewellery advertising campaign

Project developed for Maggipinto Agency

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