Reframing a Heritage Brand

A storied European maison had drifted into nostalgia. Sales were steady but cultural conversation had moved on.

How do you modernize a heritage brand without alienating loyalists or performing reinvention?

We worked from the archive outward — surfacing forgotten typographic details and pairing them with a restrained contemporary system.

Post-launch, unaided brand recall lifted +38% among 25-34s, and press coverage tripled year-over-year.