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.
* Photographs supplied by O.S.C.A
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.
After an in-depth analysis of the brand, two core values emerged: heritage, a legacy of technical mastery that fuels innovation, and the romantic journey, a vision that celebrates travel as a transformative, emotional experience. 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
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
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.
As part of the project, a series of foulard designs
were created, drawing inspiration from vintage silk
scarves and their timeless appeal.
