05/29/2026
Vittorio Forti: A Brand Redesign for a New Generation of Customers
Rebranding a legacy menswear retailer without alienating loyal customers? That was our challenge with Vittorio Forti.
Building on our decade-long relationship, Vittorio Forti came to us with the need to reposition the brand to attract a younger, style-driven consumer to stay competitive in today’s market. A proud third-generation family-owned business, Vittorio Forti has more than 60 menswear stores across Mexico, focusing on suits and business casual attire. The new strategic platform was focused on personal expression — allowing the modern man to express his personal power through clothes. This strategic departure reflects the industry shift in the men's suit category away from strict formality towards more expressive tailoring and colour palettes.
"We envisioned the new Vittorio Forti as a Style Lab"
The new Vittorio Forti was envisioned as a style lab, where the modern male identity is expressed through a dialogue of design contrasts: bold and bright colours juxtaposed with clean modern lines. The new brand logo was stripped of all embellishment. A typographic wordmark, typeset in a bold, custom sans-serif font with one distinctive flourish: a connecting ligature between the “T”s. This small detail allows the logo to be both timeless and memorable.
A radial pattern of interlocking “V”s from the logo itself, form an accompanying brand icon. The icon's modular design translates seamlessly from product hang tags to branded polos to signature printed fabrics. These clean typographic elements were contrasted with literal splashes of colour in electric yellow and lime green, creating dynamic visual moments that contrast the hard geometric lines of the new brand design. Together, they embody Vittorio Forti's evolution from traditional menswear retailer to a brand for the modern man.
