Lontano is one of those brands that comes to the agency presenting an interesting challenge. A business model that’s been built up through momentum, with few questions asked at the outset. 

We received the request from its founder with a clear premise: do not change the squirrel logo. We set to work thoroughly analyzing the business and its monetization strategy. A brand that will represent or be part of many brands, since the business model is based on creating quality clothing with style, a certain modernity, and a golfer’s flair, yet with a look suitable for everyday wear. Adding to this complexity is the fact that Lontano is a brand that will produce clothing for other brands and wants its identity to blend seamlessly with theirs, while also serving as a seal of quality and a guarantee for everyone who sees, uses, or receives these garments. 

After an insightful workshop focused on analysis and strategy, we set to work on brand development: vision, values, target audience, desired positioning, brand attributes, etc. All of this needed to come together to form a coherent and attractive identity, coupled with a corresponding point-of-sale strategy that must be scalable, starting with retail corners. 

Custom typography with a solid foundation. The typeface chosen as the basis for the visual representation of the brand name is Editorial N. An elegant typeface that retains the brand’s essential serif character. With a slight tweak to the lowercase letters, it brings us closer to the customer, making us more approachable. 

The work carried out is based on aesthetic modifications to improve harmony with the symbol and to create a more static typography. Axis of the O. Shifting of the serifs. Enlargement of the terminations and junctions of the characters themselves. A brand that will coexist with others. A brand that must learn to coexist, both with other brands on the garments themselves and at points of sale such as golf courses, sports clubs, multi-brand stores, etc. A brand for which a modular display corner has been designed, featuring materials that align with its style, values, and philosophy.