Volpe Guitars

20 Feb

Volpe Guitars

Challenge | Create a brand inspired by the symbolic or representational image of “volpe”, the Italian word for fox.

Solution | The translation of volpe to fox triggered a connection to the Jimi Hendrix song “Foxy Lady”. From this connection, I formed Volpe Guitars, a line of electric guitars known for their rich and seductive sound. As an affordable guitar line, the main target market was males 18 to 28, along with music programs as a secondary market. Using the unique sound of Jimi Hendrix as a driving force behind the concept, I created a logo, stationery system, string packaging, and image treatments.