Santorini Shoe Brand Corporate Identity

Particular Approach

Santorini is an Italian shoes brand and manufacturer. The course of its development required the company’s opening foreign distribution channels, with Russian shoe market being one of the priorities. For this purpose, the company decided to develop a new brand strategy — especially for Russian consumers.

Russian boutiques will offer only women’s shoe collection. The form, font and the mood of the brand’s logo, created for the Russian market, focus on the preferences of Russian middle-class women. The emotion of the brand, created by the heart image incorporated in the logo, is also supported by a special pattern.

Natural Material

Before starting our work on corporate identity and other brand elements development, we’ve organized a special photo session demonstrating the complete shoe collection presented in Russia, thus, providing ourselves with rich material for our future work.

The brand’s legend has also required some adaption in view of Russian perception stereotypes, transforming itself into a story about a traveler who most appreciated his own home and family. To be "a man of the world";, at the same time sticking to one’s roots is a dual state, very common for Russian mentality.

Developed in view of manufacturing costs optimization, Santorini product packaging is a crucial motivation sale tool, fully corresponding to the brand’s price policy.

In Russia, Santorini addresses mainly the b2b market, that is, wholesale shoe purchasers. This significant factor of the promotion strategy has greatly influenced the development of various communication media. Santorini corporate booklet focuses on presenting the advantages one can have becoming the trademark’s partner.

Santorini brand has been consistently endowed with a set of emotional and rational attributes: symbol, color, mood, style, tradition and form. Gathered together, these elements fully meet the target group expectations, ensuring the brand’s future success.