Strategic Approach
I led the complete brand transformation from name development through visual identity system. "Zingari" (meaning "gypsies") positioned the brand for explorers and free spirits who refuse to compromise on quality or adventure. The new identity needed to be bold enough to stand out in crowded retail environments while flexible enough to adapt across diverse product categories and gender lines.
Target Audience Strategy
Rather than competing in the crowded traditional men's grooming space, Zingari carved out a unique position for experiential consumers—those who prioritize quality, sustainability, and brand storytelling alongside performance. This positioning enabled premium pricing while building emotional connection through shared values of adventure and cultural appreciation.
Systems Design:
Created a comprehensive brand architecture that could scale across multiple product innovations while maintaining consistency. The strategic framework balanced masculine appeal with inclusive messaging, creating space for both individual products and potential line extensions. Product naming conventions and visual systems were designed to reinforce the exploratory brand narrative while maintaining shelf recognition across diverse retail environments. We built flexible design frameworks that could adapt to different product formats, price points, and retail environments without losing brand recognition.
Impact:
Delivered a future-forward brand system that positioned Zingari to capture market share in the explosive men's grooming category while maintaining appeal across gender lines. The scalable identity framework enabled rapid product development and category expansion, transforming a niche startup into a brand ready for international retail distribution, including 14 domestic retailers and internationally across 21 countries.
