Bringing a premium brand into being. Not just an ecommerce.
Via Verdi was born in 2021 out of the journey of a family of Florentine leather makers — the same family behind Cuoieriashop — who wanted a mark of their own. Digital starting point: zero. No online history, no SEO, no reviews. We built everything from scratch: name, logo, voice, content and a Shopify ecommerce designed for premium. The result: +320% organic in 12 months and an order value +180% against projections.
WHO VIA VERDI IS
Who Via Verdi is (and where it comes from).
Behind Via Verdi there is a family of Florentine leather makers with decades of experience in trading fine leathers and an established multi-brand ecommerce, Cuoieriashop. On the strength of that knowledge, in 2021 they made the jump: from distributors to producers, with a premium single-brand line of Made in Italy leather goods.
Not the extension of a shop, but a new mark — bringing together Tuscan craft tradition and the digital experience built up over the years. A story of family and of place, to be told from scratch.
THE CHALLENGE
“Do not open a website. Do not become yet another Tuscan brand online.”
That is how they put it, and it is the challenge in one sentence. In a market saturated with established brands, we had to build recognition and trust starting from zero — no reviews, no SEO presence, no social proof. Every UX choice and every word had to serve as an introduction as well as a conversion.
And there was the paradox of digital: how do you communicate craft and exclusivity in a medium as democratic as the web? The answer could not shout. If the voice speaks of Tuscan roots and a real family, the interface has to whisper.
BUILDING THE IDENTITY
The logo was not “a drawing”. It was a system of decisions.
When you start from zero, brand identity is not an aesthetic layer: it is what holds everything else together. We started from Kapferer’s Prism — personality, values, tone of voice — and tied the name to a Florentine street, “where it all began”. The logo echoes the architecture of Florence, designed to hold up anywhere: screen, hardware, tags, packaging.
The shoots in the historic center bridged tradition and the contemporary, and a film tells the story of the family, the place and the workshop. Without online heritage, identity is the only thing that makes you recognizable.
ADAM phases: Analyze + Design
Kapferer’s Prism
Naming
Logo
Photo shoots
Video storytelling
THE EXPERIENCE
UX as narrative: the atmosphere first, then the product.
We built the Shopify ecommerce so that premium actually “works”. The structure guides the user through the brand’s story before showing them the products: from the home, the narrative hook “Story of a Tuscan family” sits alongside the campaigns, instead of a cold list of categories. The UI lets images and content breathe.
The UX accepts a longer time on site as part of the perception of value. In a luxury ecommerce, this “designed slowness” is a form of respect — towards the object and towards the person considering it. All of it mobile-first, with long-tail SEO to grow without depending on ads.
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TOOLS
THE TOOLS OF THE PROJECT
Five levers, one signature.
01
Brand identity
Kapferer’s Prism: name, logo, palette, tone of voice. A signature people recognize.
02
Visual storytelling
Shoots in Florence, a family film, the narrative of place and craft.
03
Shopify ecommerce
A mobile-first premium experience, content and CRO built on the narratives.
04
Klaviyo
A one-to-one relationship: dynamic segments and welcome, cart, post-purchase and win-back flows.
05
Clerk
User identity as part of the UX: solid login, MFA and passkeys, less friction.
→ THE PRINCIPLE
Credibility first, performance second
A brand you trust sells. One you have merely “launched” does not.
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THE NUMBERS
A BRAND BORN FROM ZERO, IN 12 MONTHS
Credibility, measured.
Organic traffic
+320%
in the first 12 months, from long-tail SEO and a vocabulary consistent with Tuscany and craft.
Average order value
+180%
against the initial projections (+42% on the campaign side).
Average session time
4’23”
people stay because they are understanding something, not because they are hunting for “where do I buy”.
Campaign effectiveness, data-driven from day one
4:1
ROAS
−35%
CPA
+28%
conversion