GIO GUARINI
THE PROJECT
luxury blazers crafted
with love in Puglia.
When Sloe Studios approached us to help brand an emerging Italian fashion house, we knew this was more than just another luxury label. Founded by Ivana Guarini, who chose to revive her birth name Gió for the brand, this was a story of authenticity and heritage. We anchored the brand strategy in this personal journey, weaving it together with the masterful craftsmanship of Puglia's generational tailors. Working under Sloe’s creative direction, we crafted strategy, product names, brand tagline, and messaging—turning heritage into an empowering narrative.
SCOPE
STRATEGY
TAGLINE
PRODUCT NAMING
MESSAGING
strategy
We focused the heart of the strategy down to a singular idea: Own Your Origin.
We believe in getting back to the true heart of what makes you, you. And of what makes Italy, Italy. We champion producers who use techniques passed down from generations in our home region of Puglia. And we inspire women to express who they are by how they dress and reclaim their name in the spirit of our founder, Ivana Guarini.
product naming
A brand's values and personality should flow seamlessly into every product name, transforming functional items into meaningful touchpoints. We named each element of the Gió Guarini collection with intention.
ETERNITY BLAZER
Our Eternity blazer is more than a lifelong romance. It’s an eternal piece that can be passed on
and on.
LOCKET BLAZER
An heirloom blazer with duality. This is a keepsake you won’t want to take off.
DOVE BLAZER
A graceful blazer with flared sleeves, reminiscent of a dove’s wings.
tagline
"born in puglia"
The tagline anchors the brand in Puglia–celebrating both the founder's birthplace and the region's generations of master tailors.
messaging
We made sure the brand voice touched every point from social headlines to garment care instructions. We even tapped into our journalistic side for a rich brand story about Puglia and founder Ivana Guarini’s history.
“wear your heart
on your lapel.”
In collaboration with
Sloe Studios Loving the way Gio Guarini looks and feels? That’s thanks to brand experience agency Sloe Studios. We collaborated closely with founder Alix Picken who led the creative direction of Gio Guarini’s brand. For clients looking for full branding (strategy, naming, messaging, visuals), we work with partners like Sloe to offer the whole package.