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Tokyo Luxury Brand Identity
Brand Strategy Case Study

Fashion & Apparel Brand Strategy & Identity: Tokyo Luxury Brand Identity Case Study

Brand StrategyBrand IdentityLogo DesignStyle Guide
Tokyo Luxury Brand Identity
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Verdi: Luxury Handbags with Japanese Craftsmanship

Situation: Creating Brand Identity for Affordable Luxury Handbag Brand

Verdi has plans to open a women’s fashion and handbag brand in Tokyo this fall or winter. They would sell via an internet shopping mall and some select shops in Tokyo, Japan, and Seoul, Korea.

All their bags are made of high-quality Italian cowhide and small quantities of crocodile leather. All bags and accessories are made in Japan by professional bag makers and artisans. Their concept is a little bit like Hermes and Moynat with core concepts of luxury, style, and high quality but at affordable rates.

The luxury handbag market is competitive, with established brands dominating the space. Verdi needed a brand identity that would communicate affordable luxury while competing with premium brands like Hermes and Moynat.

Verdi Tokyo luxury handbag brand identity and crown emblem logo design

Task: Create Brand Identity for Affordable Luxury in Tokyo

The challenge required:

  • Luxury communication: Brand identity that communicates luxury, style, and high quality
  • Affordable positioning: Visual identity that positions as affordable luxury
  • Japanese craftsmanship: Brand that reflects Japanese craftsmanship
  • Premium materials: Brand that communicates premium materials (Italian cowhide, crocodile leather)
  • Market entry: Brand identity that enables entry into Tokyo and Seoul markets

Verdi Tokyo luxury brand identity and logo design

Action: Strategic Brand Development

Logo Design: Crown Emblem of Elegance

The logo design we created for Verdi screams elegance, luxury, and chic. The design is made up of two components – the icon which includes the letter V with a crown on top and a wreath to create an emblematic design. The second element is the name of the brand stacked below the icon and the whole design is enclosed by a wavy circle to complete the emblem.

The brand story of premium luxury and elegance is carried by the beautiful crown icon as well as the elegant font choice.

This design approach:

  • Features crown icon: Symbolizes luxury and premium positioning
  • Creates emblematic structure: Wavy circle creates a seal of quality
  • Uses elegant typography: Sophisticated font choice reinforces luxury
  • Establishes visual hierarchy: Letter V and crown create memorable icon

Verdi Tokyo brand identity system

Verdi Tokyo logo design applications

Verdi Tokyo complete brand identity

Verdi Tokyo brand applications

Verdi Tokyo visual identity guidelines

Result: Brand Identity That Communicates Luxury

The brand identity we created for Verdi successfully positions them as an affordable luxury handbag brand. The comprehensive brand transformation delivers:

Strategic Outcomes

  • Luxury communication: Brand identity successfully communicates luxury, style, and high quality
  • Affordable positioning: Visual identity successfully positions as affordable luxury
  • Japanese craftsmanship: Brand successfully reflects Japanese craftsmanship
  • Premium materials: Brand successfully communicates premium materials (Italian cowhide, crocodile leather)
  • Market entry: Brand identity successfully enables entry into Tokyo and Seoul markets
  • Complete brand system: Crown emblem logo, elegant typography, and brand identity system create unified experience

Implementation Success

Today, Verdi uses this comprehensive brand identity to attract customers who want luxury handbags at accessible prices. The elegant crown emblem logo design communicates luxury and sophistication while the complete brand identity system creates a premium presence that appeals to fashion-conscious consumers in Tokyo and Seoul. The brand successfully positions Verdi as a brand that offers Hermes and Moynat-level quality and style but at affordable rates, making luxury accessible through strategic distribution and Japanese craftsmanship, with bags made of high-quality Italian cowhide and small quantities of crocodile leather, all made in Japan by professional bag makers and artisans.

What our clients say

Liana Alexander Raye

Liana Alexander Raye

Harlequin Starr International Styles

"Working with the Spellbrand team has been incredibly easy. Mash has a team of experts who are extremely visionary and pioneering, pulling together ideas and initial thoughts into an actual brand giving you options that you feel best align with your thought process. I have no idea how they created my brand based on the vague brief I gave them, but they have worked wonders and magic. Their design, attention to detail, willingness to ensure the final product is exceptional all counts towards a company who has the client at the forefront of mind at every step of the way. Spellbrand is my Number 1 go to for all branding, website and design concepts moving forward. I look at them as an extension to our marketing arm. Just brilliant."

Tom McGee

Tom McGee

PD Campus

"We tried several designers to design our logo and could not find the one that fit our company. After a few years of searching for a good branding company, I found Spellbrand through a random search. Spellbrand was sensational! They took the time to listen to our story and created a few designs that spoke to our team and what we do. We've never had a designer do that. We not only received a great logo, but we now have a brand we are all proud to wear! Thank you!"

Jenny Richard

Jenny Richard

Woods Of Fairfax

"Working with the team at Spellbrand has been fantastic! I spent time researching companies that would help me build brands for each asset that are all in different locations and more specifically build a brand that could help tell each of their unique stories. Spellbrand did just that. The process was easy. To provide them with my initial thoughts through a nicely-outlined input form they sent to me and they took that information and created a number of awesome designs. I was able to incorporate "the story" easily with a design we selected. I'm excited to get it into action and see what's in store for the next project. Also, each person I worked with has been super responsive, knowledgeable, and awesome to work with! Kudos to Mash, Mike, and Eva! I really enjoy working with you!"

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