Services
Sector
Brand Strategy | Identity Design | Repositioning | Communication
Leather Materials
RACO has a legacy of 91 years and in all that time the brand has grown on the market based only on goodwill & quality work. Having a strong position in the market created on goodwill and no significant marketing implies that RACO’s heritage as a brand is built on trust & hard work.
01 - THE CHALLENGE
To develop a new brand identity that seamlessly blends legacy with a modern sensibility. The identity needed to retain the brand’s heritage and credibility while evolving its visual language to feel contemporary and relevant. It also had to strongly communicate originality, authenticity, and the genuine nature of its leather offerings, without losing the essence built over the years.
02 - THE OBJECTIVES
To create a premium, classy, and refined brand expression inspired by the sophistication of Italian leather. The identity needed to appeal to the modern buyer through a more polished and contemporary aesthetic, while still preserving the timeless charm and trust associated with the brand’s legacy.
03 - LOGO THOUGHT
The signature is the most unique expression of one’s identity. The signature is shaped by one’s personality and embodies originality. A signature inspired typography logo was thought of for RACO to signify genuinity and originality, to give all that’s made by RACO an identity like none other. We also wanted to convey that if it’s signed on by RACO, it’s the best”
04 - BRAND IDENTITY
Communicating Raco brand attributes & personality through collaterals & merchandise.
