As a timeless icon, Piaggio’s Vespa brand is synonymous with charm, premium-ness, style, and the bold and confident disposition of Italy.

In relaunching across Asia from its Hanoi HQ, it was clear Vespa did not have a clearly defined brand positioning or territory that has been consistently communicated across the region’s diverse markets.

Vespa needed to adopt a visual style that differentiated from competitors, and key consideration included a focus on brand signals that cue aspiration and exclusivity, using Vespa’s Italian heritage as a differentiator, and global irreverence & spontaneity propositions aligned locally through the tone and mood of execution.