CASE STUDY THE CLIENT Lanzzo is an Italy-registered, Shanghai- based luggage manufacturer’, owned by the Zhejiang Xu Family that also owns the Zhong Tai automotive brand. Through the use of high-quality, durable materials such as aluminium and steel combined with contemporary and stylish design, Lanzzo sets itself apart from rival brands that make heavy use of plastics in the construction of competing products and seeks to compete against the likes of Globe-Trotter, Tumi, Rimowa, and others.. The challenge, then, was to package these selling points into a singular, coherent and compelling brand story. As attractive as these selling points may seem on paper, a brand must be able to use them to craft key brand messages and eectively communicate these messages to its targe

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