Our work with Shazé
01. Brand strategy
02. Brand world
03. Activation and guidelines
In order to create a brand that felt unique and differentiated, we wanted to subvert the conventions of traditional luxury. If traditional luxury is synonymous with the ornate and predictable, new world luxury is characterised by the unexpected – by design that embraces simplicity and breaks free of traditional category convention.
The new brand world, which positions Shazé as the epitome of new world luxury, was built around four key elements: the stage, innovative forms, eye-catching drama and uniqueness. ‘The stage’ was all about setting the scene for the brand. Dawn and dusk, as the most transformative hours of the day, inspired the colour palette, from Rising Blue and Aurora Orange to Crepuscule Purple and Midnight Coral.
‘Innovative forms’ provided inspiration for the geometric shapes that reflect its reputation for precision engineering; ‘eye-catching drama’ was all about the flora, fauna and typography that bring magic to Shazé’s brand world – rising droplets, nebulous clouds and ethereal topography. The brand then became ownable with distinctive accents and embers – assets that take their colour cues from the Warm Orange of Shazé’s logo.