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PPR – a French luxury and sporting goods company that owns brands such as Gucci, Saint Laurent Paris and Puma – announced on Friday, March 22, that it would change its name to Kering. The visual identity was developed by Havas Lifestyle, while the strategy and signature was drawn up by Dragon Rouge. A launch campaign was devised by TBWA\Corporate.
The new name will be pronounced as the English word "caring" as an expression of the corporate ethos. "Ker" also means both home and heart in Breton, a language spoken in the region of France where the company originated. It also introduces an elegant symbol in the form of an untamed owl. The owl's ability to turns its head symbolises the company's ability to anticipate trends.
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