Todd & Duncan
Developing an award-winning brand identity from the ground up
When Zhongyin Cashmere bought the 140-year-old Todd & Duncan brand, they had big plans to bring it to the US market and update the Scottish label’s historic image for a new generation of fashion-forward, luxury consumers. They turned to Hagopian Ink to get that job done.
A visual brand based on heritage and luxury
Hagopian Ink worked with Todd & Duncan on a large-scale two-phase project that developed a brand identity design and overall marketing strategy for the US rollout. The first phase focused on visual branding. We designed the logo; a stationery system including everything from business cards to in-store hang tags; and a separate website for wholesalers and private labels. We took care to ensure that the visual identity highlighted Todd & Duncan’s Scottish heritage as a signature element, and carried forward the quality, craftsmanship, luxury, modern elegance and sophistication of the cashmere line for future growth.
An ambitious brand marketing strategy
to build consumer awareness
The second phase of the project called for an overall brand marketing strategy to allow Todd & Duncan to capture the attention of the American luxury fashion market. Based on the success of our work in the first phase and the strength of our proposal for the second phase, Todd & Duncan elected to again collaborate with Hagopian Ink. Given the expansive scope of this phase and its many specialized components, including product photography, social media, print advertising, management of e-commerce web development undertaken by One Rockwell and design of garment tags, product labels and retail shopping bags and gift boxes, we assembled and managed a top-notch team of partners to meet Todd & Duncan’s needs. Hagopian Ink providing overall creative direction.
A truly chic outcome
This was a one-of-a-kind project that required meticulous attention to detail and highly skilled coordination. The result was a 360-degree brand identity that can be seen on Todd & Duncan’s elegantly understated consumer website.