MANRICO CASHMERE
VISUAL IDENTITY • MESSAGING • PHOTO & VIDEO DIRECTION • MOTION DESIGN
A large and charismatic Italian man named Manrico Calzone has been cultivating an incredibly high-quality cashmere for decades and supplying many of the world’s top luxury brands. In 2016, we worked with him on creating a new mark, new verbiage, a new photo campaign and anthem video.
It was clear from our conversations with Manrico that cashmere was misunderstood. This is great for warm weather, he said. Great to move in, sporty – but it was hard to change public perception. Our verbiage was focused on addressing these items and breaking from the past. Born Modern. A duet of fabric and knitwear with an unmistakable voice. A higher class of cashmere.
For the anthem video we tapped our friend and future indie star Cassandra Jenkins to compose the vocal audio for the video, modeling alongside musician Renata Ziegeur and Hope Watson, excellent soccer player and model. We brought on modern dance choreographer Lindy Fines to design movements, looking to create a fluid, muscular, airy and modern approach that breaks hard with the classical conception of cashmere.
IDENTITY
The core of the rebrand was a new logo and wordmark, alongside updated language and brand identity. The logo, called the Loop, is a stylized M with a woven component. The Loop is matched to a square-proportioned sans serif (Soin).
As a companion to the anthem video, we created a photo campaign with photographer Matthew Sprout, produced by Lauryn Siegel.
Manrico Cashmere anthem video.
PHOTO CAMPAIGN
The core of the rebrand was a new logo and wordmark, alongside updated language and brand identity. The logo, called the Loop, is a stylized M with a woven component. The Loop is matched to a square-proportioned sans serif (Soin).
As a companion to the anthem video, we created a photo campaign with photographer Matthew Sprout, produced by Lauryn Siegel.
PACKAGING CONCEPT
Finally, we produced concepts for packaging, hangtags, and stationery (layout and renders by Ryan Dunn). Not sure if these made it into production. Labour was dissolved and in 2017 after finishing the campaign and handing over assets. Our relationship ended there and it appears that what remains is the wordmark.