Luxury, Fashion & Beauty, Consumer Goods

Project Types

Branding Interactive Print

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.

The outside of the Todd & Duncan store, showing the company name and logo on the windows.
The elegant logo, featured on Todd & Duncan’s storefront and in-store signage.
A blue Todd & Duncan gift bag sitting on a counter next to a vase of flowers, with the Todd & Duncan name and logo in metal on the wall behind the counter.The Todd & Duncan name and logo on the wall above a rack of clothes
Garment tags and gift bag design were just two of the components of the 360-degree visual brand identity we built for Todd & Duncan.
Visual of the Todd & Duncan stationery system, including business cards, hang tags and letterhead
Todd & Duncan stationery system, including business cards, hang tags and letterhead.
Close up image of Todd & Duncan letterheadFront and back images of a Todd & Duncan business card against a stone background
Close up image of the back of a Todd & Duncan business card against a stone backgroundClose up image of gray card holder featuring the Todd & Duncan name and logo
Minimalist design and use of gray and black convey a sense of luxury and refinement.

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 blonde model in a blue sweater and a brunette model in a green sweater, both leaning against opposite wallsa seated blonde model in a green sweater and a standing brunette model in a blue sweater
The Todd and Duncan website as viewed on an iMac, iPad and iPhone.
Visual of a print ad featuring a blonde model in a blue sweater and a brunette model in a green sweater, both leaning against opposite wallsVisual of the Todd and Duncan online e-commerce catalogue
We creative-directed Todd & Duncan’s product and editorial photoshoots and applied images to both print marketing and the e-commerce website.

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.

This project was a GDUSA 2013 American Web Design Awards winner and received a Special Mention from for design, creativity and innovation on the Internet.


Our Clients Say...

Lisa D'Esposito

“Christina Hagopian is extremely creative and has innovative solutions to client challenges. She’s very accessible and able to interpret complex subcontractor presentations and technical issues to make them understandable and relatable to her clients. Christina is engaged with new technologies and excellent at counseling clients on how to spend their budgets to get the best return on their marketing investment – she’s truly passionate about how and where client dollars could and should be spent. Christina makes you feel as if you are her only client.”

Lisa D'Esposito
Vice-President of Sales & Marketing
Todd & Duncan


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