Alvarez Tradition Plays On

We developed the positioning for Alvarez and extended it through print POS and retail support. Everything delivers and reinforces the Alvarez brand and a handcrafted message. We utilized the specialty Yairi/ Alvarez  brand guitar and allowed it to carry the sub line throughout all in store messaging. Yairi/Alvarez is a Japanese made guitar steeped in traditional and uniquely crafted for Alvarez by Kazuo Yairi. His unique techniques echo throughout the Alvarez line. This was the core foundation the Alvarez brand messaging.