we made a visual system for a beloved mobility brand to make an impact in Asian developing markets.

As a timeless icon, Piaggio’s Vespa brand is synonymous with charm, premiumness, style, and the bold and confident disposition of Italy.

In relaunching across Asia from its Hanoi HQ, it was clear Vespa did not have a clearly defined brand positioning or territory that has been consistently communicated across the region’s diverse markets.

Vespa needed to adopt a visual style that differentiated from competitors, and key consideration included a focus on brand signals that cue aspiration and exclusivity, using Vespa’s Italian heritage as a differentiator, and global irreverence & spontaneity propositions aligned locally through the tone and mood of execution.

to cut though the visual clutter in challenging markets, we leant on vespa’s ‘mods’ branding of old, reinterpreted for a modern design system.