Garín is the manufacturer of handmade silk “espolines” of greater tradition and quality in Spain. Its fabrics are real pieces of art and wearing a dress made with one of its products is the maximum aspiration for its main target audience.
Since its foundation in 1820, Garín has built a reputation that lasts for almost two centuries. However, its image and communication had been completely outdated and no longer responded to its values, or represented its great distinction. That was affecting the business results. Even rumous were spread that the company had closed years ago.
It required an image change and the development of the current communication strategy, without losing its strong tradition and closeness to the loyal customer
We redesigned its corporate image. The new design is based on the legendary traditional and artisan spirit of the brand, and at the same time it combines an elegant classical aesthetics with a contemporary one.
We have endowed the letter “A” with a subtle graphism that represents a piece of silk dancing with delicacy over the letter, emulating the figures of the “espolines”.
We defined two corporate colors. The first settled on the roots of the old image, a close to gold tone. The second one is an almost-black dark grey.
This chromaticism conjugated with its fabrics, enhances the elegant, sophistication and artistic character of the brand.
We developed the website giving to it a very visual character that enhances both its “silk jewels” and its traditional handmade weaving, unchanged for almost two centuries.
In parallel, we have developed a social media strategy close and interactive with the target.
To enhance the brand´s value, we produced a corporate video that reflects the legendary history of the factory and shows its production process.
In the voice of the manager and heiress of Garín –seventh generation- and of the main artisan, the viewer discovers in a close and intimate manner why Garín has won the respect and the unconditional love of its audience.
The Company has recovered its value as a brand and has changed the last´s years trend, increasing again its
The new image and the style of communication adopted have had a great reception in the social media, which has shown the success of the change.
The community generated in the social networks enjoys a sustained growth and a very high level of interaction with very positive comments about the brand and the client´s experience with it.