‘Tailor’ is a branding experiment which considers how a Vespa sub-brand could address environmental issues. Vehicles are frequently written-off due to superficial damage– ‘Tailor’ imagines a future where Vespas might be customised part-by-part and unwanted parts are refurbished or resold, reducing waste and accommodating specific needs. The resulting logo demonstrates this concept of connecting disparate parts, like a thread holding pieces of fabric together.