Caravel

A new skin for one of the world’s most exclusive tanneries

Caravel

The Maison of precious skins: a brand identity designed to resonate with the highly selective audience of international luxury maisons—a case study that set a benchmark.

Skills
Content creation
Digital product design
Front/back end development
Strategic branding

Services
Analysis and insight research
Brand strategy
Brand dedign
Content strategy
Content creation
UX/UI Design

Year
2016 - Ongoing

Website

The Maison of precious skins: a brand identity designed to resonate with the highly selective audience of international luxury maisons—a case study that set a benchmark.

Building the brand identity of a B2B company from scratch to communicate as a leader with a super-exclusive audience: that, in a few words, sums up the work we carried out at Zaki for Caravel S.p.A.

A one-of-a-kind tannery—an absolute excellence of Tuscan Made in Italy operating in the global ultra-luxury sector—that needed to align its corporate image with the leading role it holds in a highly selective and competitive arena such as that of the major international fashion industry houses.

A project so successful and effective that it was appreciated and adopted as an example by the Kering Group, which used it as a benchmark for the companies in its production division.

Website

The client

Since 1987, the Caravel tannery has specialized in the tanning, finishing, and sale of premium exotic leathers (American alligator, whip, python, karung, tejus, lizard, crocodile, ayers) for the international high-fashion industry.

Its exclusive processes—applied in luxury footwear, leather goods, and apparel—make Caravel a selected partner of the world’s most renowned international luxury maisons and a benchmark for Made in Italy worldwide. Its annual collections, the result of craftsmanship that borders on art, offer the creative directors of the most prestigious maisons a palette of raw materials of the highest prestige for their creations.

The challenge

To reposition the perception of the brand Caravel and reclaim its rightful role within the extreme luxury supply chain, we worked on multiple fronts, integrating brand design, content strategy and web design:

Restyling: although dated, the Caravel logo embodied a strong brand heritage that the ownership did not want to lose. We therefore carried out a subtle refresh to improve the legibility and versatility of the original mark. Once this phase was completed, we redesigned all the corporate communication tools outlined in the company brand book.
Content marketing and brand storytelling: by emphasizing Caravel’s distinctive strengths over its competitors, the copywriting and the numerous photo shoots were conceived as proof points supporting the promise encapsulated in the payoff “The Maison of precious skins”.
Website and other communication activities: the new digital environment, developed in WordPress, together with the full range of institutional and commercial communication tools — both digital and offline — enhanced the brand narrative, making Caravel a memorable, distinctive and meaningful brand in the eyes of its highly selective target audience. This approach was also reflected in the distinctly advertising-driven strategy adopted during trade shows and in the specialist press.