Living Heritage
Client
Todd & Duncan
Date
2022
Location
Kinross, UK
Services Provided
Sector
Our long standing client Todd & Duncan are world leading producers of cashmere yarn. During 2021 we worked with them on an ambitious new venture, helping them develop and bring to market a design led luxury cashmere accessories collection.
Rather than position this as an entirely new entity, the collection sits firmly within the existing Todd & Duncan offer – established over 150 years ago. We strategically integrated the two sides of the brand in order to maintain a clear distinction in the minds of the specific audience groups. Whilst the yarn business thrives on its world leading reputation, the accessories collection is a step into a new market.
1
A strategic project devised to maximise the in-house potential of an existing client.
2
Leverage 150 years of manufacturing heritage against a new, forward looking venture.
3
Express the absolute quality of 'Scottish Touch' Cashmere.
Brand
The new brand begins with the creation of a Makers Mark designed to work alongside the existing Logotype. 1867, the inception point, the provenance, where it all starts.
The phrase Living Heritage was created as a nod to the inherent provenance of the product but also the forward looking approach to colour and design. This is cashmere moving forward.
Content
We recently created new image and video content art directed specifically to focus on and express the depth of colour and luxurious feel of the pieces.
The Todd & Duncan approach to colour is unique and always one step ahead. Showing colour accurately and consistently was essential.
Packaging
Packaging was designed to reflect the luxurious product whilst also having a keen eye on environmental concerns, using only recycled and recyclable materials.
Customers also have the option to opt out of the full box packaging if they feel that they don’t need it.
