Childrens' wear as an industry and as a branded commodity has incredible potential as urban households are enjoying increasing spending power. However, the majority of the messaging is still dominated by cartoon imageries and false pretensions of looking grown-up.

By strengthening Gusella’s positioning as an Italian heritage brand, we wanted to craft an authentic and sincere children's wear brand that is truly dedicated to providing fashion and comfort to the little ones. The brand DNA can be summed up in three points – Milan, shoemaking, and quality. We ensured this was delivered in a consistent manner across all forms of communication.

With extensive research on the history of Milanese fashion and aesthetics, we created a brand identity containing numerous authentic touches that speak of the brand DNA and heritage. We focused on using brighter shades of luxury colours, ensuring that visitors could tell the brand is not only for children but also tasteful and for high-end families. 

It was important to ensure the brand continues to communicate consistently across all of the touchpoints after launch. A “how-to” guideline was necessary for future marketing activities. A comprehensive brand book was developed to delineate the requirements the brand needs to meet before initiating any activities, including store design, advertising, PR campaigns, etc.