The first step in the redefinition strategy was to turn the brand into a signature. The human stroke, with a strong personality and difficult to reproduce, gives the idea of a unique and personal touch, and adds a new component to the brand’s identity. The combination of values associated with a specific personality immediately calls up the idea of a person (as opposed to a corporation), a family (as opposed to a board of directors), and a vocation (as opposed to a business). Pure and simple.