Goosecraft
Services:
Brand strategy + messaging
Brand Identity
Labelling
Seasonal photography + styling
Website
Brand movie
Just one of the brand movies shoots of the 10+ seasons I worked with Goosecraft to create their distinctive heritage leather jacket brand. On set the photographer was Winter van den Brink. Pixel Universe with Radek Leski made the movie. A message of respect for Andre van Noord the regular Goosecraft model RIP ✝.
See more projects from Goosecraft at the CMK1 archive
Brief
Less a brief, more a relationship over a number of years. Goosecraft was a fashion start-up in 2006 with a passion for leather and the leather jackets. The founder Vincent and team started in Amsterdam with a small collection which grew with the business. The brief was to create a heritage brand and build season by season on the narrative of ‘like it was then, like it is now.’
Approach
The Creative Strategy throughout the years was to tap into the heritage of the past but with a new twist. Each shoot built on the last. ‘Leather.Forever not only was a statement that leather throughout history is built to last, also a message on sustainability that once bought it will last forever.
New Standard
The new narrative inspired the collection as well as the collection inspiring the marketing of the next season. This was culminated in a brand book titled ‘Blood Sweat and Years’ that marked the first 10 years of the brand. Written and art directed by myself it set the standard for the brand for the next years.