Serengeti, manufacturer of the world’s most technologically-advanced eyewear, wanted to refresh their brand’s look and feel to coincide with the launch of several new products. The existing Americana-inspired design was lacking in grit and texture, resulting in an all too clinical approach to their advertising.
I defined a new art direction based on the new campaign line: Built to Endure. This work included an original brand mark, new typographic style, and guidance on photographic style. After shooting the new product range in California desert, we produced a new product catalogue featuring the new art direction, and created layouts for print, web and point of sale.
The new look and feel was inspired by Americana typography, vintage cars and rugged landscapes.
© Alessandro Lingua 2020