Branding

Benetton: the creativity, the controversy and the reality that we try to avoid.

Benetton has managed to convey through images, what many others didn’t transmit through an entire collection of printed books. Simple images, but full of meaning. Benetton’s strategy was to sell values. They haven’t been afraid to take risks, they put everything on the tray. Benetton campaigns have remained the most controversial in the history of …