| BREIL Milano | Print |
ROLE: graphic designer, brand strategist, team member, researcher
TARGET: Case study: develop an ad campaign for BREIL Milano for men and women ages 20-35 that generates brand awareness and excitement as well as resonates culturally in the United State
This was an ad campaign for the Italian jewelry brand, Breil Milano. To date, Breil Milano has introduced its products to the U.S. jewelry market, but at the time of this campaign, Breil had only penetrated the European market. In this team effort, our focus in the strategy was to effectively introduce the newest jewelry line from Breil Milano into a foreign market while still maintaining the Breil brand identity. We maintained the edgy and unique vibe, an integral part the brand, and toned down some of the risqué ads that would not go over well culturally with the American market. We found a balance between edge and respecting cultural differences by appealing to the universal desire to stand out and be unique. The product differentiates itself from the products in the American market with its design and material, so a campaign focused on uniqueness seemed a perfect fit.
In the print ads we focused on the elements because the product line was design-inspired by the natural elements ( such as earth, water and fire ), and in many cases, the products were named after them. The tagline, 'Dare to be an element,' is a nod to the product design and name, but also to the central focus of uniqueness and standing out from the crowd. The ads challenge the target audience to dare to be distinct, an element of their own.
