Brand analysis and exploration of its heritage served to determine Officine Panerai’s new set of values. A fundamental step in the narration of a brand that is synonomous with excellnce: set up in Florence in 1860 and today owned by Richemont, the Swiss multinational which also owns Baume&Mercier, Cartier, Jaeger Le Coultre, IWC, Montblanc e Piaget. First step: creating a series of catalogues illustrating Panerai’s watches and describing their distinctive features. “L’Astronomo” (The Astronomer) is created.
History, design, innovation, passion: throughout the brand building process, the four pillars of the brand form the basis of every project and all communication tools. The aim is to create a cohesive brand identity for Panerai and consistency across all touchpoints. “Lo Scienziato” (The Scientist) is also amongst the catalogues produced.
Our marketing and communications activity started with the design of the Panarai showrooms worldwide and included window displays and interior design. The aim was to emphasise the brand value of the Panerai story. The starting point? An antique nautical map showing the Mare Nostrum, the Roman name for the Mediterranean that was given to one of the brand’s most iconic watches. The map, of great historical value, was entirely reconstructed in digital form and turned into an element of communication, redefining the atmosphere of the company’s boutiques worldwide.
Limited-edition customisation of Panerai’s boutiques, to give them a distinctive layout on the occasion of the Chinese New Year. The Year of the Snake was represented in the form of a graphic design that had a dual purpose: to celebrate the event while at the same time highlighting the brand’s allure.