MinimalDEsign was appointed by Ghelfi since the beginning of its project when logo, brand identity and creative strategy for the launch of the shop still has to be conceived. 

MinimalDEsign created a concept from scratch for a new store still in development in an upcoming part of town. 

Cosmopolitism and the concept of travelling are two main distinctive features of the new outlined brand identity. A journey that world citizens cannot renounce to and leads them to the home of style . 

The aim of the teasing phase before the opening was to grab attention, raise interest in finding out more about this new communication. Details were gradually revealed on social media. 

The analogy about traveling has been a main topic across all the communication to consistently to deliver the right mood and style associated with the brand. 

The teaser campaign and the implementation of the influencer marketing activities in line with Ghelfi's values and identity turned out to be the winning strategy to achieved all our goals.