Co-creating a successful purpose-led luxury brand from concept to execution
Co-creating a successful purpose-led luxury brand from concept to execution
Showcases how we can create a successful luxury brand from scratch - from brand strategy to commercial strategy and launch.
Deliverables
- Brand purpose
- Messaging framework
- Brand narrative
- Commercial strategy
Business Problem
The Princess Grace Foundation held an international agency search to find a partner who could help them create a new commercial luxury brand based on the iconic legacy of Grace Kelly. L’Institut Idée and its partners at Humanise won the competition and were also selected to develop both the brand and the entire commercial strategy for the new product line.
Idea
Our proprietary Structural Mapping Process® (SMP) methodology revealed the core emotional DNA for the new brand, from which we created a brand platform and all launch materials, from an inspiring installation on the island of Monaco to a website, film and a complete brand identity. The SMP ‘map’ was also used to brief product development of a new fragrance line that would be the centerpiece for the new brand.
I was faced with the inspiring but daunting task of creating a new commercial brand based on the legacy of Princess Grace, and the obvious first step was to call my friends at L’Institut. That was one of the best decisions I ever made.
Impact
The brand was launched in 2021 and has since expanded to include multiple products available both through the Grace de Monaco website and high-end retailers around the world, including Harrod’s, Neiman Marcus and Lane Crawford.
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