Brand identity

The sportswear company commissioned Heads with the development of a procedure to more precisely define the identity of the mother brand Lotto and of its sub-brands Lotto Performance, Leggenda, Life’s, Aequiter, and Works.

Starting from redefining mission, philosophy and values of each brand, then we carried on to their application on different communication supports: the overall project gave birth to the first corporate Brand Bible, which includes the company profile and the coordinated identity handbooks of the six brands.