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Brief
Sartoria Stradale needed a positioning: a way to compete in a market that treats automotive interiors as an afterthought, bolted on after the real design decisions are made. Behind the upholstery, repair and restyling services sat a bigger ambition — tailoring as an essential part of the car itself, not a finishing touch, built around each client rather than a standard catalogue.
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Strategy
The positioning was built starting from the name itself. Sartoria — tailoring, craft, precision by hand. Stradale — the road, the machine, the engineering logic of a car. The identity had to hold both in balance: as sartorial as an atelier, as technical as a garage, with neither register allowed to dominate the other.
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The answer
The mark takes the shape of a monogram — two overlapping "S"s that read as fabric folds as much as an emblem. Deep petrol green meets warm gold, a palette pulled straight from the automotive world but dressed in a materiality closer to haute couture: foil-stamped cards, wax-sealed boxes, a leather care case lined like a jewellery box. The typography carries sharp, cut corners softened by rounded internal curves — the same tension between rigour and softness found in the mark itself. The payoff line, "Diamo forma alle tue passioni" ("We give shape to your passions"), closes the loop: not a service, but a shape given to what people already love.