Verdi: Luxury Handbags with Japanese Craftsmanship
The Challenge: Creating Affordable Luxury in Tokyo
Verdi has plans to open a women’s fashion and handbag brand in Tokyo this fall or winter. They would sell via an internet shopping mall and some select shops in Tokyo, Japan, and Seoul, Korea.
All their bags are made of high-quality Italian cowhide and small quantities of crocodile leather. All bags and accessories are made in Japan by professional bag makers and artisans. Their concept is a little bit like Hermes and Moynat with core concepts of luxury, style, and high quality but at affordable rates.
This positioning strategy works because:
- Premium materials: Italian cowhide and crocodile leather signal luxury
- Japanese craftsmanship: Professional bag makers and artisans ensure quality
- Accessible pricing: Affordable luxury appeals to broader market
- Strategic distribution: Online and select shops in Tokyo and Seoul
Logo Design: Crown Emblem of Elegance
The logo design we created for Verdi screams elegance, luxury, and chic. The design is made up of two components – the icon which includes the letter V with a crown on top and a wreath to create an emblematic design. The second element is the name of the brand stacked below the icon and the whole design is enclosed by a wavy circle to complete the emblem.
The brand story of premium luxury and elegance is carried by the beautiful crown icon as well as the elegant font choice.
This design approach works because:
- Crown icon: Symbolizes luxury and premium positioning
- Emblematic structure: Wavy circle creates a seal of quality
- Elegant typography: Sophisticated font choice reinforces luxury
- Visual hierarchy: Letter V and crown create memorable icon
Results: A Brand That Communicates Luxury
The brand identity we created for Verdi successfully positions them as an affordable luxury handbag brand that combines Italian premium materials with Japanese craftsmanship. The elegant crown emblem logo design communicates luxury and sophistication while the complete brand identity system creates a premium presence that appeals to fashion-conscious consumers in Tokyo and Seoul.
Today, Verdi uses this brand identity to attract customers who want luxury handbags at accessible prices, positioning them as a brand that offers Hermes and Moynat-level quality and style but at affordable rates, making luxury accessible through strategic distribution and Japanese craftsmanship.
