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Mulberry was established in 1971 but by 2000
the brand had lost its fashion and market relevance.
The challenge to transform Mulberry from a fading dowager
of London
fashion into a vital English brand, alive with contemporary
metro design
nouse cut with a genuine Britishness.
Mulberry enjoyed a latent affection from an ageing generation,
and from an industry which did not want Mulberry to waste
away to simply a memory. The brand’s foremost remaining
equity was its heritage and association with materials that
cried out to be held, carried, touched.
The Mulberry tree was recut as the corporate identity developed.
The stores, packaging, the brochures, advertising, mail order
catalogues and design guidelines all reflected the newly confident
luxury brand’s ownership of inviting textures.
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