KRUGER CASUALWEAR BRAND IDENTITY

Kruger is a new casualwear brand for the Indian market which we recently helped to set up. It is targeted to an upscale consumer and its style is inspired by the African savannah and the big natural parks opened at the beginning of the 20th century.

In order to transmit this atmosphere we developed a fictional Brand Establishment based on an early 1900 British colonial environment: logotype, colours, design, and photographic treatment have been finely adjusted to recreate this particular atmosphere. We've been responsible of the overwhole brand image, from embroideries, garments labeling and tags to retail design, forming a team with architects and suppliers. In order to better transmit the mood and style of Kruger we developed a finely hand-made, aged Brand Book. It has been a challenging task which has produced very rewarding results. The gratification of finally seeing the fruit of our labours on the actual garments in the corneshops has been priceless.