Todd & Duncan
BRANDING + PRINT, E-COMMERCEFashion / Beauty, Luxury / Lifestyle
 
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.
Challenge
Creating print and digital assets, including personalized email templates, ads for Style.com and the Wall Street Journal website, Valentines’ Day print mailers, and a runway lookbook for press—all with one cohesive brand look and feel — and an eye on driving sales.
solution
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 business cards, hang tags and garment tags; and a separate website for wholesalers and private labels. We ensured that the visual identity highlighted Todd & Duncan’s Scottish heritage as a signature element, while moving into the future with modern elegance and sophistication. 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.
RESULT
An award winning design based on heritage and luxury
This was a one-of-a-kind project that required meticulous attention to detail and highly skilled coordination with multiple components. We managed a team, including product and lifestyle photography, social media, print advertising, e-commerce web development, garment labels, retail shopping bags and gift boxes. The result was a 360-degree brand identity featured on Todd & Duncan’s elegantly understated consumer website and retail locations. Todd & Duncan was a GDUSA American Web Design Award winner and received a Special Mention from AWWWARDS.com for design, creativity and innovation on the Internet. The logo design was featured in a full editorial article on HOW.com.
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PHOTOGRAPHY
Luxury product and editorial photography
We creative-directed Todd & Duncan’s product and editorial photoshoots and applied images to both print marketing, a New York Times T-Magazine ad and throughout the e-commerce website. The goal was to create a modern edge to classic, fine cashmere.
A luxury heritage brand
A regal crest
For the new logo, a symmetrical pair of goat horns float above a thistle branch arched in the shape of a regal crown. The mark was intended to feel like an emblem, so you could place it on the breast of your sweater or buttons similar to the quintessential Ralph Lauren Polo crest. The logo also hits two must-have qualities for any luxury brand: simple and timeless. It is classic with enough boldness to last for generations. A muted color palette of greys and soft whites allows the emphasis to stay on the products, which launch in seasonal collections.
Behind the Scenes
Good design is good business.
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Hagopian Ink is extremely creative and has innovative solutions to client challenges. The team is very accessible and able to interpret complex subcontractor presentations and technical issues to make them understandable and relatable to 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
VP of Sales & Marketing, Todd & Duncan
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