Brand Strategy, Market Positioning, Italian Design, Product Design, and International Brand Development COCO D’ESTE was developed as a fashion handbag brand with a distinctly Italian identity, despite its origins in China. Our role involved not only crafting the visual brand system but also establishing the strategic foundation necessary for the brand to compete credibly in the lower premium market for luxury handbags. We collaborated with the client on the brand's strategic positioning, defining a more elevated market direction while supporting the establishment of an Italy-based design office to enhance the authenticity of its Italian design. This was crucial, as the goal was to create more than just a luxury-looking label; we aimed to build a brand world that could substantiate a premium retail proposition. Our work then extended to the visible brand layer, including the creation of the new COCO D’ESTE logo, the brand’s first VI/CI manual, and the design of handbag hardware and accessories such as zip pullers, logo tags, clips, footers, and other key product design details. Additionally, we assisted the client in refining product design specifications to elevate the collection’s perceived value and enable higher retail pricing. The outcome was a more coherent and commercially credible lower-premium brand that successfully combined strategic positioning, Italian design direction, and product-level refinement to support international market growth.