Introducing the Gemini Link for Tory Burch
A graphic abstraction of the Tory Burch double “T” logo created by artist and graphic designer Alexis Jamet is seen on handbags, shoes, clothing and accessories. Tory has said, “this collection — with its symmetrical double links — celebrates life’s dualities, which define women today.”
Introducing Gemini Link
Objective: Launch the new Gemini link collection and introduce the novel hardware as an additional logo for future collections to expand the handbag assortment in order to increase brand awareness and drive incremental sales.
Solution: Create a 360 campaign introducing the new logo with the fall collection across print, digital, and celebrity — including the brand’s first dedicated outdoor advertising campaign. Directly followed by a celebrity-focused campaign featuring Kate Bosworth in the early spring.
Results: Gemini bags sold out across all styles within one month of launch and the Gemini Logo is still a staple in the brand’s handbag & accessory assortment.
