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. For the Cruyff rebranding 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.