The famous Charisma label

Brand Strategy

Brief. Bring a dead brand and its identity back to life starting from its heritage. Then, show this new brand strategy on different outputs.

Idea. We used Charisma’s strong link with the '70s English culture in order to create an intellectual yet rebellious brand and adapt it to the 21st century.

The brand book. This first artwork is Charisma’s brand book. Here we visualised the three main values of the brand (being provocative, sophisticated and indie) by using images taken from cinema, art and photography.

The brand magazine. Conceive and design a magazine that collects all the stories that fit the brand values and which it can be identified with.

Idea. We picked stories from the creative field to create a strong and coherent brand identity.

The brand video. Create a brand video that conveys the emotional potential of the brand.

Idea. Charisma has become a mad circus, able to unleash creativity and to challenge artists' limits.

The soundtrack of the video is “È festa”, an Italian progressive song from the 70s, chosen for its perfect coherence with the brand. At the same time, the style of the video is inspired by Monty Python’s analogic animations.