Aimed to create a brand by Boscolo, specifically for Italy as the destination, targeting mainly the US market as the travelers. The ideas claimed immediately to be different, original, flawless and limitless. Situating the advertising as an extension of the created brand, following it’s core with no strings attached. A land where different eras live together is a headline that fuses the authenticity of modern living with ancient history and traditions that stood the test of time. The narrative between the traveler, the suit as the voyage, and italian lands merge to create the simplest idea we thought of.
The naming was probably one of the most difficult parts. As a beginning, it’s decided to go for a very suggestive, strong and straight but indirect strategy. Working with a payoff that balances the nonlinear name, The Italian Suit ends up being a real reflexion of affordable luxury travel, words used by Boscolo in the first time. Since then, a magazine came up as a sort of compliment of every experience. Not for selling, but for the privileged ones, enriching the conception of touching quality, so visualising quality as a consequence. The principal milestone of the idea is it’s website, designed with sober details framing captivating colors and a special mindset. As a statement, it’s necessary understand that the concept of luxury is very sensitive, far from expensive, far from premium and far from average. This perception of luxury is exactly what it’s embraced with The Italian Suit, a true piece of storytelling.
An idea made in collaboration with Luca Zambelli.