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FABRIK918

What We Did

Brand Strategy
Naming
Brand Story
Brand Identity
Art Direction
Tone of Voice

The Project

To launch a handbag brand in a highly saturated market, we helped to define a clear audience—one that prefers craftsmanship and character over mass-market status symbols. We used our strategy to create messaging and creative assets that speaks to globetrotting urban professionals—"modern nomads."

To define the target audience, we created profiles based on surveys and focus groups to showcase how the modern nomad lives, what brands she uses, what she reads and carries with her on her trips. We broke this down into three subcategories of the modern nomad, one being the unsettled female creative, represented below:

One of the 3 subcategories of modern nomads: the unsettled female creative

One of the 3 subcategories of modern nomads: the unsettled female creative

Detail shots

Detail shots

FABRIK918 Business Cards

FABRIK918 Business Cards

Manifesto FABRIK918 (Video Coming Soon)  Due to our audience's travel-heavy lifestyle, words like "home," "house," "away," "office" lose meaning. This concept embraces the idea that what's most important is where you want to be—wherever that may be, and FABRIK918 fuels your journey.

Manifesto FABRIK918 (Video Coming Soon)

Due to our audience's travel-heavy lifestyle, words like "home," "house," "away," "office" lose meaning. This concept embraces the idea that what's most important is where you want to be—wherever that may be, and FABRIK918 fuels your journey.