Launch a new women's fashion labelAlix the LabelHans Borgman, Elvira van der Ploeg, Pim WelvaartsConcept, locations, art-direction, designPaul Berends, Marlon Gervacio
Alix the Label wanted to launch and instantly grab the spot they had in mind: that of an international established label. So we had to come correct. Instead of a brochure we made a luxury coffee table book, gilt edged in black and custom lay-flat bound with black thread. The dust jacket acts as a four page centerfold with the logo printed in gloss on the cover. This collectors item came accompanied by a kick-off movie. Smaller few-seconds teaser clips were cut from this film for online use. The social influencer strategy worked to grow the brand exponentially in a few seasons, while the same black and white look was consistently applied.