Brand Challenge
The Figurico brand began its activity by focusing on the design and production of leather products that, in addition to their everyday functionality, play an important role in completing the style and personal identity of the audience. At the beginning of the branding project, Figurico faced a fundamental challenge: how to create a distinctive brand in a market that is largely focused on the functional aspects of leather products or is trapped in the trap of common fashion stereotypes?
The main challenge for the brand was to create a balance between functionality, durability and material quality, on the one hand, and identity, form and style, on the other. The Figurico brand did not intend to be seen as a technical and product-oriented brand, and did not have a desire for visual exaggerations or trend-oriented trends common in the fashion industry. Therefore, it was necessary to define and translate the brand philosophy in such a way that Figurico leather products would be recognized as part of the conscious style and personal choice of the audience, and not just consumer accessories.
Experience gained
After conducting qualitative research with the brand founders, the design team, the target audience, and examining the competitive landscape of domestic and international brands in the field of leather products, the experts at The Branding Agency came to the insight that Figurico’s main differentiation lies in its approach to form, product fit, and body ergonomics.
The research findings showed that Figurico’s audience is looking for products that, in addition to quality and durability, can be coordinated with their body and lifestyle; shoes that understand the shape of the foot, bags and belts that create a personality style. However, this view was not reflected in the brand identity in a unified and transparent way, and the brand message lacked sufficient clarity and strength among competitors.
Accordingly, Figurico’s brand identity needed to be redefined; an identity that emphasizes awareness of form, respect for the body, and conscious choice, and introduces leather products as part of a personal style system. In this regard, the name Figurico, from the combination of the words figure, meaning style and body forms, and the word rico, which is the Italian form of the word (Rich), was proposed and approved to create an association of luxury for this brand.
Brand Visual Solutions
Considering the brand strategy path, to create an association of the naturalness of leathers as well as the design of the monogram for Figurico, the combination of the letter (F) and the deer head was chosen as the final option. The visual solutions of the Figurico brand were designed based on the translation of this philosophy into a minimal, precise and functional visual identity system. In this path, an attempt was made to distance the brand’s visual language, like its leather products, from exaggeration and clutter and focus on quality, proportion and details.
The logotype and brand visual elements were designed with an emphasis on simple lines, calculated proportions and a balanced rhythm to maintain harmony between the brand identity and the nature of the leather products. The choice of colors, typography and compositions was made in a way that conveys a sense of authenticity, durability and trust to the audience. In the design of the brand’s touchpoints, from packaging to website and visual content, visual integrity and identity consistency were considered as fundamental principles so that Figurico presents a clear, distinct and recognizable image in all encounters. The result of this process is the formation of a visual identity that not only matches the quality and functionality of Figurico’s leather products, but also conveys the brand’s vision of conscious style and personal choice to the audience in a tangible way.
