Repositioning a Chinese retail giant to work in a British market


Creative Strategy / Brand Identity / Copywriting / Print / Art Direction / Film / Website

Classically designed menswear with a commitment to innovation and quality. With down wear at the heart of the collection, we developed a logo and identity that was inspired by the intricate detail of feathers and the movement and freedom of birds. To bridge the gap between the Chinese and British cultures, images of the mountainous regions of China were carefully selected to complement the detailed tailoring by British designer, Nick Holland