KIND has been working with renowned fashion designer, Alexis Giannotti, ahead of the global launch of the new Giannotti luxury knitwear brand. KIND has developed the holistic brand from start to finish – from the brand strategy to the brand identity and through to its full-scale implementation.
Designed in Monaco and engineered in Italy, Giannotti creates luxury knitwear from sustainable materials to deliver a big impact in the world of fashion while ensuring a small environmental footprint on the planet. By embracing 3D knitting technology to reduce waste, and by engineering fabrics from coffee grounds and 100% merino wool that need less washing, the Giannotti vision is to bring a new level of sustainability to high fashion with a fully recyclable product range.
It was important to take the environmental focus further into the design, communication and packaging. The Premium Eco Box reveals a stylish exterior devoid of any glued edges or other lacklustre details. Instead, all corners join seamlessly together at 90 degrees. It is made out of FSC certified cardboard and is fully recyclable.
Giannotti combines innovative craftsmanship, sustainability to create exclusive and timeless clothes. KIND wanted to capture it in communication, positioning strategy and visual appearance of the brand. Therefore, origin, timelessness and sustainability have been the mainstays of the process. Based on this, we created the communication concept ‘Timeless Threads’. The concept focuses on timelessness and the importance of quality over fast-fashion.
The innovative thread, made of coffee grounds and merino wool has been a main visual element. We have created a symbol based on it. The thread waves into a braided thread, inspired by waves, the symbol of eternity, recycling and Monaco’s iconic tree. It is a modern interpretation of the identities of old fashion houses and tailors, where the symbol was always the crown of the work. The identity is balanced against the modern by the use of typography. In contrast to the soft and iconic symbol, the style is clean and modern. It is used largely to balance the historical element of the brand.
Colour has been an important point in building the brand. Fashion is an industry full of brands and impressions, and we needed to create something unique. We have used a strong and clear blue colour. This colour is both modern and at the same time one of the most historical significant colours we have. Ultramarine has been an important colour in art for the last 500 years and has been used to communicate exclusivity, as the colour was expensive to use. At the same time, ultramarine is a modern colour, which is often called ‘Internet blue’. We have balanced it out with other shades of blue, to capture the depth of the sea, which Giannotti is inspired by. Copper is used to create expressions of historical exclusivity and quality. Giannotti is a modern brand with historical roots. The visual expression reflects looking both to the past and to the future, which creates a timeless fashion house for the present.