São Paulo provides the cosmopolitan career woman with clothes that are as flexible as they are classic, as elegant as they are comfortable. While well known in Europe, SP had never advertised in China. They needed to appear Western to maintain their distinctive cache while remaining suitable for the Chinese woman. All we had to work from was their logo and its colors, black and red.
Fashion is emotionally compelling to us. The quality and style of clothing is important, but so are the tone and images they project. Packaging need to project these ideas. Since São Paulo was a new introduction to the Chinese market, the design had to be beautiful, eye catching and emotionally impactful.
To enforce the identity system, we produced an oversize scarf, which was printed with the identity pattern, as one of the key items in the shop.
