Marchio Italiano Storico — Spin-off & Rebranding (Luxury Watches & Jewellery)

Overview

Saverio Canepa led the spin-off and rebranding of the watches and jewellery line, creating Linea Heritage 1919 as a coherent extension of the parent brand. The goal was to differentiate the “Luxury Watches & Jewellery” offering without diluting brand equity, preserving style and authority, and making the visual system ready for retail, packaging, and e-commerce.

Client Profile

marchio italiano storico is an Italian brand with historical roots. The 1919 line was created to occupy a more specialized territory—watches and jewellery—with a dedicated voice that remains perfectly aligned with the master identity.

Approach

The brand architecture is a branded house: the logotype remains identical to the primary brand and is customized with “1919” as a mark of historical continuity.

Results

The Linea Heritage 1919 line is now distinct and immediately legible in the luxury channel, with a clean, scalable identity that remains faithful to the parent brand. The brand kit enables fast, consistent production across all touchpoints—stores, packaging, certifications, social, and e-commerce—reducing execution errors and time to market.