Consumers hold the belief that Italy makes the best quality shoes. The product name and logo had to cue a premium Italian brand that had superior workmanship.
The private label was christened Paulo Zola an Italian sounding name that was easy for Indians to pronounce. The name & logo also cued that the brand had a renowned designer from Italy. The baseline “L’arte del maestro”, elevated the aesthetic expectation from the brand. The brand was a great success for the Megamart chain.