The art of optimism
By establishing a renewed vision for the brand’s identity and communications, “Ladies Who Luck” evoked the brand’s heritage of uncompromising craftsmanship and restored value and aspiration. Tapping into founder Etienne Aigner’s incredible story of joy in the face of hardship, the campaign platform celebrated women of today, with an inherent and unmistakable joie de vivre. Women who create luck by design. The warm, whimsical voice and eclectically effortless take on style inspired the brand’s expression across all deliverables: a refreshed identity, packaging, flagship store design, lookbook and e-commerce design.
Yard 2014–2016