Shaping a new luxury knitwear brand rooted in over 170 years of heritage. By embracing rich storytelling, we devised a narrative-driven strategy that brings the brand to life and can evolve with it over time. Their concept, An Endless Pursuit of Nature, reflects their legacy and ambition to master the natural world through their expertise in wool and knitwear. Knitwear becomes a sincere discovery of nature itself.

The visual identity plays on the contrast between precise craftsmanship and the sweeping fluidity of nature, a meeting of structure and flow, capturing their ceaseless quest for refinement. It celebrates their deep respect for nature’s rugged rawness and the wealth of their heritage, with photography lying at the heart of the brand’s visual expression.