KOKUN Silk Heart

Rome, 18 September 2026 – A rebranding and communication project: from an accessories brand to a lifestyle brand

Brand analysis, new design proposals and communication strategies, packaging, brand identity and exhibition design concepts are just some of the areas the students explored in collaboration with KOKUN, a brand born from the partnership between renowned Chinese company Cathaya, a global leader in silk production, and historic Como-based textile company Tessitura Taborelli, active since 1895.

Rome, 18 September 2026

This new brand, specialising in silk products, combines China’s millennia-old tradition of producing silk-filled duvets with Taborelli’s expertise in the European textile industry.

The project involved the students in transforming KOKUN Silk from an accessories-only brand into a lifestyle brand, while maintaining its focus on the highest-quality silk.

The project began with an in-depth analysis of the brand, its target audience, positioning and competitors, with the aim of identifying strategies capable of enhancing its identity and communication potential. The main objective was to preserve and strengthen the connection between the brand and its territory, placing the value of silk-making traditions at the heart of the project — a distinctive element of KOKUN Silk. For this reason, some product categories were reimagined through the introduction of prints inspired by the symbolic elements of Lake Como, creating a stronger connection between product, craftsmanship and territory.

At the same time, the brand’s visual communication was analysed and developed to make it more contemporary, consistent and recognisable in line with the desired positioning. Finally, a modular visual concept was developed, adaptable to different contexts and budgets, ensuring aesthetic continuity and design flexibility while keeping the brand identity at its core.

This in-depth analysis led to the creation of a capsule collection that expands the existing product range by introducing apparel elements, including sleepwear, as well as scarves, bags and dedicated packaging.

The design proposal falls within the fields of visual and spatial design, taking the form of a strategic experiential communication project for the Kokun brand. More specifically, the project develops a narrative system capable of translating the brand’s identity into a coherent, adaptable and recognisable visual and sensory language.

Finally, a modular exhibition format was developed across three different types of spaces — a pop-up store, a retail corner and a trade-fair stand — designed to meet different budget, scale and contextual requirements. This approach ensured consistency throughout the Kokun experience, allowing the brand to operate in different settings without losing its identity.

As an outcome of the collaboration, Taborelli printed the students’ graphic design onto Kokun silk, giving them the opportunity to see their creations come to life through a dedicated photoshoot.