Re-branding Andrew’s Ties, an Italian Fashion Brand

THE CHALLENGE

Italian fashion brand

Andrew’s Ties is an Italian fashion brand and an international franchise brand. They wanted to redesign the brand identity, brand slogan, brand color, and package design to accommodate the new market culture, Korea.

THE SOLUTION

Re-branding the brand

Based on simple and colorful image styles that emphasize product identification and characteristics, I have developed a core brand image of Andrew’s Ties that has attracted Korean consumers. As a brand style, the image style acts as brand identification, recognition, and association.

THE MINDSET

Korea’s gift culture

It developed into a brand that consumers could present to their loved ones for a special day. Influenced by Korea’s gift culture, it has become an affordable but high-quality luxury gift.