From fragmented to unified, a heritage-led group brand built for trust and growth.
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 a chance to do more than mark a milestone. It was an opportunity to bring its businesses together under one clear group identity and present itself with greater confidence, credibility and consistency.
Although many of its companies were established and respected in their own right, they largely operated as separate entities. There was no cohesive group brand to connect them, support commercial conversations, or reflect the premium level at which Capurro operates.
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. The brand needed to position Capurro at a more premium level, create greater consistency across the group, and give every company a shared identity they could stand behind. It also needed to support the group in higher-value commercial conversations, helping Capurro present itself with the confidence, clarity and credibility expected of the brands it sits alongside.
From there, we developed a new brand architecture that united the existing companies under one umbrella while preserving the identities they had already built. Finally, we defined a strategic direction that drew on Capurro’s heritage and trust, while positioning the group as contemporary, premium 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 well equipped to support its commercial ambitions.
As Managing Director Arturo Capurro said, “It gives us strength, it gives us clarity, and probably more importantly, it has unified the people.”
Internal feedback also pointed to stronger group awareness, improved perceptions of credibility and trust, and greater confidence in the brand’s ability to support commercial conversations and scale across the business.
Case details
Strategy, Visual Identity, Brand Architecture, Website Design & Build, Campaign
Approaching its 150th anniversary, Capurro saw a chance to do more than mark a milestone. It was an opportunity to bring its businesses together under one clear group identity and present itself with greater confidence, credibility and consistency.
Although many of its companies were established and respected in their own right, they largely operated as separate entities. There was no cohesive group brand to connect them, support commercial conversations, or reflect the premium level at which Capurro operates.
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. The brand needed to position Capurro at a more premium level, create greater consistency across the group, and give every company a shared identity they could stand behind. It also needed to support the group in higher-value commercial conversations, helping Capurro present itself with the confidence, clarity and credibility expected of the brands it sits alongside.
From there, we developed a new brand architecture that united the existing companies under one umbrella while preserving the identities they had already built. Finally, we defined a strategic direction that drew on Capurro’s heritage and trust, while positioning the group as contemporary, premium 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 well equipped to support its commercial ambitions.
As Managing Director Arturo Capurro said, “It gives us strength, it gives us clarity, and probably more importantly, it has unified the people.”
Internal feedback also pointed to stronger group awareness, improved perceptions of credibility and trust, and greater confidence in the brand’s ability to support commercial conversations and scale across the business.
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