From fragmented to unified, a group brand built on 150 years of heritage.
Capurro
Capurro is a Gibraltar-based family-owned group with 150 years of heritage, spanning automotive, property and accountancy amongst other sectors. While its individual businesses were well known, the group itself lacked a clear identity that brought them together under one recognisable brand.
As Capurro approached its 150th year, that milestone became an opportunity to celebrate its history and define a stronger foundation for the future, one that could reflect the group’s scale, quality and ambition more clearly.
Strategy, Visual Identity, Brand Architecture, Website Design & Build, Campaign
Approaching its 150th anniversary, Capurro saw the milestone as more than an occasion to celebrate. It was the right moment to address something that had long been missing: a cohesive group identity that brought its businesses together under one roof.
Each company had built its own reputation, but they operated largely as separate entities with little to connect them. There was no shared presence to reflect the scale of the group, support commercial conversations, or signal the level at which Capurro operates. The anniversary provided the moment to change that.
Through a series of in-person workshops, we worked with group leadership to understand where the existing setup was falling short and what the new brand needed to achieve. The goal was not just to define how Capurro should look, but what the group brand needed to do across the business, in the market, and in key commercial settings.
Those conversations shaped a clear set of priorities: position the group at a more premium level, create consistency across its companies, and give each one a shared identity to stand behind. The brand also needed to support higher-value commercial conversations, helping Capurro present itself with the professionalism and credibility expected by the global brands it works alongside.
From there, we developed a brand architecture that united the existing companies under one umbrella while preserving the identities they had already built, and defined a strategic direction that drew on Capurro's heritage and trust while positioning the group as contemporary and built for the future.
The identity system was designed to honour Capurro's heritage while giving the group a more elevated, premium presence. We refined and repurposed the company's existing C-shaped mark, carrying forward a valuable piece of brand equity and retaining a clear connection to its history.
Around this, we built a flexible visual system including a logo suite, refreshed colour palette and typographic pairing. Designed to adapt across contexts, the system could lean more heritage-led or more contemporary as needed, giving the brand range without losing consistency.
Archival references added depth to the brand story, while the wider rollout extended across web, print and a public-facing 150th anniversary campaign that brought the refreshed identity into the public eye.
Capurro gained a clear group presence, strong internal alignment, and a brand equipped to support its commercial ambitions.
As Managing Director Louis Capurro put it, "It gives us strength, it gives us clarity, and probably more importantly, it has unified the people." That sense of unity extended beyond the brand itself, with internal feedback pointing to stronger group awareness, greater credibility, and a renewed confidence in what Capurro presents to the world.
Case details
Strategy, Visual Identity, Brand Architecture, Website Design & Build, Campaign
Approaching its 150th anniversary, Capurro saw the milestone as more than an occasion to celebrate. It was the right moment to address something that had long been missing: a cohesive group identity that brought its businesses together under one roof.
Each company had built its own reputation, but they operated largely as separate entities with little to connect them. There was no shared presence to reflect the scale of the group, support commercial conversations, or signal the level at which Capurro operates. The anniversary provided the moment to change that.
Through a series of in-person workshops, we worked with group leadership to understand where the existing setup was falling short and what the new brand needed to achieve. The goal was not just to define how Capurro should look, but what the group brand needed to do across the business, in the market, and in key commercial settings.
Those conversations shaped a clear set of priorities: position the group at a more premium level, create consistency across its companies, and give each one a shared identity to stand behind. The brand also needed to support higher-value commercial conversations, helping Capurro present itself with the professionalism and credibility expected by the global brands it works alongside.
From there, we developed a brand architecture that united the existing companies under one umbrella while preserving the identities they had already built, and defined a strategic direction that drew on Capurro's heritage and trust while positioning the group as contemporary and built for the future.
The identity system was designed to honour Capurro's heritage while giving the group a more elevated, premium presence. We refined and repurposed the company's existing C-shaped mark, carrying forward a valuable piece of brand equity and retaining a clear connection to its history.
Around this, we built a flexible visual system including a logo suite, refreshed colour palette and typographic pairing. Designed to adapt across contexts, the system could lean more heritage-led or more contemporary as needed, giving the brand range without losing consistency.
Archival references added depth to the brand story, while the wider rollout extended across web, print and a public-facing 150th anniversary campaign that brought the refreshed identity into the public eye.
Capurro gained a clear group presence, strong internal alignment, and a brand equipped to support its commercial ambitions.
As Managing Director Louis Capurro put it, "It gives us strength, it gives us clarity, and probably more importantly, it has unified the people." That sense of unity extended beyond the brand itself, with internal feedback pointing to stronger group awareness, greater credibility, and a renewed confidence in what Capurro presents to the world.
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