Creative Direction for Sergio Tacchini – Premium / Lab Line

Sergio Tacchini reached out to me to design a premium line, conceived as a creative laboratory for the brand. The challenge was to remain true to its codes while injecting new energy, capable of repositioning the brand and giving it a second wind.

I went back to the roots: tennis, the true DNA of Sergio Tacchini. The idea was to revisit this sporting heritage and elevate it with a more premium and contemporary approach, bringing the brand back to life while pushing it towards a cooler, fashion-forward aesthetic. The objective was to make Sergio Tacchini desirable again and aligned with today’s expectations.

We therefore:

• Returned to the brand’s tennis origins as the foundation
• Preserved the core DNA and iconic codes of Sergio Tacchini
• Developed a premium line through a more fashion-forward and contemporary lens
• Breathed new life into the brand with a cooler, more attractive identity
• Reintroduced Sergio Tacchini into a high-end and desirable visual universe

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