O.S.C.A
PROPOSAL OF BRAND EXTENSION
The course focused on developing a BRAND EXTENSION proposal for a company selected by the professors, exploring the strategic and creative processes involved in expanding a brand’s product offering. Through lectures and direct discussions with brand representatives, we worked on a new product category for O.S.C.A, ensuring alignment with its VALUES and IDENTITY. The project covered every stage, from strategy and organization to product design and market introduction. In addition to the product concept, we developed a launch strategy and outlined future growth opportunities, reflecting the growing relevance of value-driven brand extensions in today’s market.
* Photographs supplied by O.S.C.A
CORE VALUES OF O.S.C.A
During the brand presentation lectures, two fundamental values emerged as essential to O.S.C.A’s identity. The first is HERITAGE, understood as a legacy of technical expertise built over time. This deep-rooted knowledge serves as the foundation for innovation, ensuring that every product reflects the brand’s craftsmanship and engineering excellence.
Equally important is the concept of the ROMANTIC JOURNEY—a philosophy that goes beyond technical skill. It embodies the desire to rediscover the spirit of travel as a transformative experience, a means of growth, enrichment, and discovery. This vision positions O.S.C.A not just as a brand of precision and performance but as one that embraces the emotional and inspirational aspects of exploration.
Recently, O.S.C.A has undertaken a rebranding strategy focused on creating apparel and accessories designed for classic car events (presented at the Millemiglia event in 2023). This initiative aims to revive the brand’s timeless elegance and vintage style, celebrating its rich heritage. Building on this vision, the brand extension proposal is rooted in the same principles—style, heritage, and the romantic journey—reinforcing O.S.C.A’s identity while expanding its presence in new product categories.
* Photo link: https://www.italianedacorsa.it/wp-content/uploads/2023/07/Mille-Miglia-2023-O.S.C.A.-MT4-Siluro.jpg
CONCEPT
The brand extension proposal is inspired by the desire to merge romanticism, vintage style, and elegance into a single product—resulting in a collection of BRANDED SILK FOULARDS. A symbol of timeless femininity, the foulard has long been associated with the allure of traveling in a classic convertible, evoking the dream of a sophisticated, carefree adventure.
More than just a stylish detail, the foulard is both functional and iconic, embodying elegance and refinement. Its resurgence in recent years has reaffirmed its status as a versatile and essential accessory, effortlessly elevating any look. By reinterpreting this classic piece through O.S.C.A’s heritage and identity, the collection pays homage to the brand’s rich past while embracing contemporary fashion trends.
* Photo link: https://www.italianedacorsa.it/wp-content/uploads/2023/07/Mille-Miglia-2023-O.S.C.A.-MT4-Siluro.jpg
A TREND REVIVED: INSPIRATION FROM HERMèS
Hermès was among the first luxury brands to bring the foulard back into the spotlight, solidifying its status as a timeless fashion staple. The maison even created a dedicated guidebook, showcasing different ways to style the accessory based on outfits and moods. With its vibrant patterns and diverse graphics, the foulard has become a versatile statement piece, effortlessly blending tradition and modernity.
This makes it the perfect product to revitalize the O.S.C.A brand with minimal investment. By embracing this trend, the brand can reintroduce its heritage through a stylish, recognizable, and accessible accessory that resonates with both classic car enthusiasts and fashion-conscious consumers.
o.s.c.a foulard
As part of the project, a series of foulard designs were created, drawing inspiration from vintage silk scarves and their timeless appeal. These graphics were carefully developed to reflect O.S.C.A’s identity, incorporating key elements such as the brand’s logo, signature color palette, and the world of vintage cars. Each design pays homage to the brand’s heritage while maintaining a sophisticated and contemporary aesthetic. By blending RETRO CHARM with AUTOMOTIVE ELEGANCE, the collection captures the essence of O.S.C.A’s rebranding, offering a refined yet accessible way to experience the brand’s legacy.
