Family business founded as a workshop by Valentina Pina in 1932. Specialized in the design and production of handmade headgear and accessories for brides and parties. Most of its production is addressed to the final consumer and it operates within the Spanish, European and North American markets.
We have completed an entire Corporate Identity project, addressed the packaging with a change of system, materials and production in all product categories from the most strategic point of view, and rebranded the display materials in store and fairs. Also, we have invested as much as possible in Art Direction and image coordination with the collaboration of Jorge de la Garza for the annual launch of his collections. We have held meetings/photo shoots for his collections with photographers such as Rafa Vargas, Francesc Arnó, or Joan Alsina.
Packaging as a key to logistics and savings in distribution: From the circle to the square, PVC to polypropylene, self-erecting and storable items in a totally flat manner without queues? and eco-sustainable. In turn, all brands in the sector adopted our new system within a few years only.
What did we achieve?: The change of the material as the key positioning element! From absolute transparency to intimacy and mystery.
We redesigned the whole basic range + 100 references summarized in 4 pack sizes (thus achieving the maximum rationalization of sizes) and designed specific ranges to gain new customers.
Despite the use of limited resources at the launch of the new collections at Feria, Pina Novias had a major impact and boosted sales among new international clients.