Johan Cruyff was football’s original dandy. His style of dressing and choice of accessories – his car, shoes, watch and even the furniture in his house – expressed a certain strength and confidence. However, the brand relied heavily on the past and was splintered across various sublabels.
I led the team that positioned the Cruyff brand upmarket, closer to larger and more fashionable brands. We created an overall brand concept focused on style and luxury. This brand concept – A Touch of Cruyff – tightened the bonds between the different sub-labels. We used abstract features from Johan Cruyff’s personality, such as ‘movement’, ‘energy’ and ‘development’ and created a visual world of international style, sport and luxury.