The logo and communication style are those of the TIGI, a brand we are familiar with, hav-ing worked closely together for a long time. It was not necessary to change the brand or select a different typeface but rather to create a new concept, identity and tone of voice strong enough to stand out in an increasingly complex market.
We chose to be consistent with the brand’s world but carried out careful research into copywriting and communication that allowed “The Fragrance” to conquer its own space, accurate and well defined, thanks to appealing and clear communication.
The ambience of TIGI Behead is emphasised and harmonized in a new context for the brand, given that the notion of a men’s fragrance carries particular awareness on the choice of character, allowing everyone to identify with the perfume first and then with the brand.
Personality and identification with the fragrance.