This rebranding project for Cerruti was developed during my first semester in the Master’s in Creative Direction program in 2020. Tasked with reviving a heritage brand that had lost clarity and relevance, I proposed a new direction rooted in Cerruti’s original strength—relaxed tailoring—but updated for today’s hybrid lifestyles. Inspired by the Joy of Missing Out, the concept embraces elegance, comfort, and self-acceptance, targeting individuals who navigate both formal and creative environments with quiet confidence.
In this reimagining, Cerruti no longer tries to chase the spotlight. Instead, it stands comfortably in its own space, offering timeless, intelligent tailoring for those who value elegance with ease.
Through market analysis, benchmarking, and a capsule collection, I repositioned Cerruti alongside contemporary brands and moved away from legacy codes toward a digitally native, culturally attuned audience. The brand’s new muses include tastemakers beyond the mainstream, figures whose style feels personal, thoughtful, and subtly subversive, expanding the narrative of who tailoring is for.
Here is the video of the full book flip-through for this project
In conjunction with this rebranding project, I also curated an art exhibition as an extension of the new Cerruti brand universe. The exhibition was conceived as part of the brand’s communication strategy, offering a cultural platform that reflects its values of elegance, ease, and individuality.
By collaborating with artists whose work resonates with Cerruti’s redefined identity, the project aimed to position the brand within a broader creative dialogue and connect with its new audience on an emotional and cultural level.
