DEL POZO
The Conversation
A research study that I led in Paris and NY inspired the triumphant rebranding & CI of one of the most iconic Spanish fashion brands: DEL POZO.
Challenge
Delpozo was a luxury prêt-à-couture fashion brand that embraced time-honored couture traditions with a modern sensibility. The brand named the internationally renowned designer Josep Font as Creative Director to drive forward a new international era after the death of the founder Jesus Delpozo. The company approached us to help reposition the brand and create a new CI as part of the relaunch.
A research study made in Paris & NY
I ran a research study in Paris and in New York with stylish and highly cultivated women who spent up to 3.000€ on high-end items from independent fashion designer brands. They openly talked about how globalization made iconic fashion brands lose their mystery and distinction. They were looking for lesser-known, original & carefully crafted proposals.
This is where Del Pozo came in. An independent fashion designer brand with a strong personality and undeniable style; the fruits of constant creative research and an arduous craftsmanship process inherited from haute couture.
Idea: A conversation
“Fashion is a conversation between the designer and I”.
This insight pronounced by one of the participants ended up becoming the statement of the brand. In a fragmented and global fashion world, we positioned Del Pozo, as a brand capable of staying closely connected to these cultivated women. Inspired by them. Inspiring them. Creating an intimate and private dialogue between them.
CI concept
To portray this conversation the CI team from Culdesac hide part of the identity by not showing a complete O, letting brand consumers imagine it in her mind. This is where the conversation started.
