The Transformation of 2 Tours’ Brand Identity for Premium Appeal in the Leather Goods Market
To elevate 2 Tours’ brand identity by creating a distinctive, cohesive, and premium look that aligns with its luxury leather goods offerings and appeals to high-end customers in Saudi Arabia and the Middle East
2 Tours
Saudi Arabia
Creative Head, Designer
Challenge
Undifferentiated Presence: The visual identity was generic and failed to make 2 Tours stand out as a unique and luxurious brand.
Results
The brand identity redesign for 2 Tours transformed it from a mid-tier leather goods brand into a distinguished luxury label and positioned it to participate in Milan Fashion Week 2024. With a refined logo, rich color palette, sophisticated typography, and luxurious packaging, the new brand identity effectively communicated 2 Tours’ focus on quality and exclusivity.
45%
Increased Social Media engagement
30%
Increase in user retention
25%
Increase in average order value
Process
Mood Boards and Inspiration: We developed mood boards that encapsulated the desired luxury aesthetic, drawing from inspirations in high-end fashion, architecture, and art. This visual foundation helped us crystallize the brand's new direction.
Sketches and Initial Designs: These early sketches allowed us to visualize how different design elements could come together to create a cohesive brand identity.
Exploring Different Styles: We evaluated various logo styles to see which best conveyed luxury and sophistication. Our goal was to create an emblem that was modern, sleek, and instantly recognizable, signaling the quality of 2 Tours’ leather goods.
Iterative Refinement: After selecting a concept, we refined the logo through multiple iterations, enhancing details to ensure it conveyed both elegance and durability. The final logo featured an elegant, minimalistic design paired with a classic serif font, ideal for representing a premium brand.
Packaging Design
Design and Detailing: The new packaging was designed to be elegant and understated, with the logo embossed and small gold accents added for a subtle touch of luxury. This approach ensured a memorable, high-end unboxing experience.
Before
After
Brand Guideline
To maintain consistency, we developed a detailed brand guideline document. This guide covered logo usage, color codes, typography rules, and examples of the correct application of the brand assets, enabling 2 Tours to maintain a uniform presence across all channels.
Glimpse from Milano Fashion Week Sep 20 2024
Conclusion
The rebranding of 2 Tours has been a transformative journey, strategically positioning the brand to enter and thrive in the world of luxury fashion. By refining its identity with a sophisticated logo, premium color palette, and high-quality visuals, 2 Tours now resonates with discerning audiences who value craftsmanship, exclusivity, and modern elegance. The rebrand has equipped 2 Tours with the polished, luxurious appeal needed to participate in prestigious platforms like Milan Fashion Week 2024, where the brand can connect with influential buyers, fashion editors, and style-conscious consumers on a global scale.
