“The new Lambretta fragrance, L47 takes its name from the first year the world famous Lambretta scooters coasted off the production line.”Now, I’ve got no problem with taking an iconic brand, and (marketing speak coming up, apologies) ‘leveraging’ it into different categories. The owners of the Lambretta brand name have clearly made quite a few quid from doing just that.
What I do object to is prostituting a brands heritage… some superficial research has come up with the fact that Innocenti made their first Lambretta model in 1947. Can’t be bothered to find an image for that original, “Model A” Lambretta? Not a problem. Use a silhouette of a generic, modern scooter instead. No one will notice. Hmm. Doesn’t quite work. I know… take the front wheel off, and replace it with a ‘mod roundel’. There we go… perfick!Now I know, Lambretta riders aren’t the target market of the people making this product, but with a little more research, and a little more thought, this packaging could have been a lot better. To those that own and love the Lambretta, the vast majority of these ‘brand extensions’ are simply a joke. They offend me as a Lambretta rider, and it offends me as a designer. It’s just lazy, if you are going to play the heritage card with your brand… for goodness sake get it right… or at least tell a consistent, congruent story.
I may well get one of these sets for Christmas (I got some Lambretta socks last year!), but I know one thing… I’m chucking the box away.
Sorry for the small picture. If I find a bigger one I’ll post it.
EDIT: Just a thought… if anybody involved in Lambretta branding wants a “sense check” on this kind of stuff, I am available… I’ve got a pretty unusual skillset – for my ‘day job’ I am Creative Head at a Design and Marketing agency specialising in Branding, Corporate Id, and Packaging… So I’d be happy to be involved (for a small fee, naturally) in helping you make sure future faux pas such as this one are avoided. The email is firstname.lastname@example.org
A new feature this, where I highlight the webiste of a Lambretta owners club from around the world. To kick us off, I go to the spiritual home of the Lambretta, Italy. Liguria in fact, the coastal region of north west Italy famous for it’s beautiful beaches, picturesque little towns, and (altthough I must say most of Italy is famous for this) it’s great food. Liguria is also home to the historic city and seaport of Genoa. You can probably tell, although a proud Scotsman, I am a bit of an Italiaphile, even wearing the country’s tricolour on my bash hat.
So, Lambrettistas, for my first Lambretta Club of the month I bring you The Lambretta Club of Liguria. There’s some great stuff on the website, pics and videos of their various get togethers and events, they even have an annual “Innocenti Day”. But my favourite part has to be what is usually the dullest part of the website… the part where they list the committee – as each of the committee has a caricature of them, astride their Lambretta of course, by the very talented Federico. Great illustrations!
That’s an early model Lambretta. VERY early…
“Excuse me centurion… could you tell me the way to the nearest Lambretta dealer?”Reminded me of this (Sorry, no scooters).
I know this is a longshot, but… a friend of mine is trying to track down this lovely TV200 that his dad used to own… It’s a 1964ish model, and had quite a distinctive orange/off white paint job. The TV200 wasn’t the most common of Lambrettas, so there’s more than a chance of somebody out there recalling it. It was sold in the late 60’s in Harlow in Essex. The Reg no (as you can see in the photo is LRO 124C. The DVLA has no current record of it… can any of you lot help? Maybe you owned it, or knew someone who did? Maybe it’s in your shed… leave a comment, or drop me an email to email@example.com
Great period promo film for the Lambretta LD
Lovely ad for Starbuck Dark Italian Roast coffee… more of an ad for riding a classic scoot though really. Nicely done.