Nero means black in Italian and as a brand, it combines two traditional retail concepts, ready-made and made-to-measure, with collections that are meticulously produced with a unique brand of engineered tailoring and wearable designs.
We were involved in the entire process of defining the brand through to the design of the identity, collaterals and website, including conducting consumer research studies that helped to refine the brand thought and enhanced the website experience.
The logo incorporates a black dot in place of the letter O in reference to its namesake and the bold mark of the new man. Brand identity guidelines was produced to outline the usage of the brand mark.
Collaterals included an infocard that detailed the EZ Order process in an edgy design, while one side was printed with a spot UV varnish on a matt black surface that spoke of sophistication. The EZ Order steps were reappropriated to be used as a large decal for their physical store.
The website is optimised for the iPad as it’s used in-store to allow easy ordering of shirts and trousers. Every step of the customisation process mimics the approach of having a garment made in a physical store. The website is coupled with a content mangement system to enable quick updating of content, as well as a customer relationship management module which stores customers’ details for easy retrieval. The kick in the experience comes in the form of a 3D rendering engine that renders fabric selection and options in real-time. The website also features an animation that enables the EZ Order process to be grasped in an instant.