EXCELSIOR

Boost the new life of the Milanese destination where the street meets high fashion. An extensive and dynamic strategy for a contemporary department store, curated by SUGAR.

Brand strategy

The power of EXCELSIOR, the power of SUGAR, the power of Milano. From a strategic Brand Manifesto, to a contemporary Store Concept.

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND STRATEGY – BRANDING

MANIFESTO

BRAND DESIGN – IDENTITY

INTERIOR DESIGN: DIMORE STUDIO

BRAND DESIGN – IDENTITY

INTERIOR DESIGN: DIMORE STUDIO

BRAND DESIGN – IDENTITY

INTERIOR DESIGN: DIMORE STUDIO

Brand design

The power of the “X”: from a static symbol to a matrix of meanings. A dynamic identity designed to create a street posh, ‘wow’ effect, ongoing visual boldness.

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

BRAND DESIGN – IDENTITY

Brand design Brand strategy

Setting a "Unexpected Milanese fashion self-mockery" as the core of digital integrated strategy.

BRAND DESIGN – WEB

BRAND DESIGN – WEB

BRAND DESIGN – WEB

BRAND STRATEGY – DIGITAL STRATEGY

BRAND STRATEGY – DIGITAL STRATEGY

BRAND STRATEGY – DIGITAL STRATEGY

SERVICES

BRAND strategy

Branding

Digital Strategy

BRAND DESIGN

Design

Identity

Packaging

Web