MORITTU

The story behind a contemporary luxury brand

Creative Direction, Brand Strategy, Product Design

Over the past few years I’ve been following and curating the growth of small emerging sustainable brands through my own practice BBLS Studio.

Alongside my experience working with fashion and luxury brands I’ve been able to apply my UX research methods and brand strategy to brands like Morittu – an Italian label playing at the intersection of ethical luxury and modern utilitarianism.

THE CHALLENGE

How might we create a brand that value the traditional crafmanshop and their sustainable technics - making it still feeling contemporary? I was asked to analyse the world of luxury sustainable fashion with the scope of sparkle the discussion and the definition of the brand identity and its ethic.

USER RESEARCH

During the first week we spoke with 25 selected  sustainable consumer and luxury consumer to better understand was what they were looking forward from both. We learned that the most important things for them were the , the timeless lines and the durability of the products. We also learned about the importance of who was making their clothes; getting specific about who was making the clothes and how led to a great trust towards the brand but also we found out that it was incredibly important for the founder too. 

From there we defined our specific targer audience defining personas, or consumer profiles.

POSITIONING

The second week we've looked into the research of market positioning, analysis those contemporary brands and their market solutions. We've held a workshop to engage the small team together with founde,r in order to bring them through our findings and working together towards those data analysis and unlocking our own visual language and brand positioning.

TELLING A STORY
 

Morittu is a brand like no other. Finding its material from Italian luxury brand offcuts - such a Loro Piana and Max Mara - it comes witht the solution of creating bewutiful pieces that are timeless and durable within the years. I've started then to define the craft building three routes collaborating on an cyclicle conversation within the team about packaging, retail, digital output and ecommerce. 

CREATIVE DIRECTION

We've been building looking at anchoring the brand to its language - iterating different outputs and working cyclicly on different output for the photography style, typography, layout and packaging. We wanted to create a first a brand book that would then define also the component library for the website.

WE ARE COUNTING DOWN THE DAYS FOR THE LAUNCH

We're working now on the output of the website and promotiong the brand. We've started to collaborate with PR Agency in order to define the best timing to lauch Morittu. 

We've developed the product by working in quick, iterative cycles. We adapted our design choices and strategy based on the research and data we have analysed.

WHAT I'VE WORKED ON

✦ Unmoderated user research 

✦ Collaborative approach with the brand to set vision & problem statement

✦ Data analytics with landscape audit and benchmarking

✦ Insights synthesis and opportunity analysis

✦ Brand vision definition & conversation with founder

✦ Brand book, Design System & Logo Design

✦ UX, UI