Verdi: Luxury Handbags with Japanese Craftsmanship
Situation: Creating Brand Identity for Affordable Luxury Handbag Brand
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.
The luxury handbag market is competitive, with established brands dominating the space. Verdi needed a brand identity that would communicate affordable luxury while competing with premium brands like Hermes and Moynat.
Task: Create Brand Identity for Affordable Luxury in Tokyo
The challenge required:
- Luxury communication: Brand identity that communicates luxury, style, and high quality
- Affordable positioning: Visual identity that positions as affordable luxury
- Japanese craftsmanship: Brand that reflects Japanese craftsmanship
- Premium materials: Brand that communicates premium materials (Italian cowhide, crocodile leather)
- Market entry: Brand identity that enables entry into Tokyo and Seoul markets
Action: Strategic Brand Development
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:
- Features crown icon: Symbolizes luxury and premium positioning
- Creates emblematic structure: Wavy circle creates a seal of quality
- Uses elegant typography: Sophisticated font choice reinforces luxury
- Establishes visual hierarchy: Letter V and crown create memorable icon
Result: Brand Identity That Communicates Luxury
The brand identity we created for Verdi successfully positions them as an affordable luxury handbag brand. The comprehensive brand transformation delivers:
Strategic Outcomes
- Luxury communication: Brand identity successfully communicates luxury, style, and high quality
- Affordable positioning: Visual identity successfully positions as affordable luxury
- Japanese craftsmanship: Brand successfully reflects Japanese craftsmanship
- Premium materials: Brand successfully communicates premium materials (Italian cowhide, crocodile leather)
- Market entry: Brand identity successfully enables entry into Tokyo and Seoul markets
- Complete brand system: Crown emblem logo, elegant typography, and brand identity system create unified experience
Implementation Success
Today, Verdi uses this comprehensive brand identity to attract customers who want luxury handbags at accessible prices. 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. The brand successfully positions Verdi 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, with bags made of high-quality Italian cowhide and small quantities of crocodile leather, all made in Japan by professional bag makers and artisans.
