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.
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.
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 brands environmental mindset and its exclusive craftsmanship, were both important factors to carry further in the packaging design. High-end packaging has a tendency to be made of heaps of packaging, creating an unboxing experience that feels premium, but creates heaps of unnecessary waste. We wanted to create premium and elegant packaging that achieved a high-end feel, whilst using sustainable materials.
We combined clean and minimalistic design, with innovative materials. Sewing exclusivity together with sustainability, without compromising on quality. The boxes are made of FSC certified cardboard. We have kept the material’s natural texture and color and minimized the amount of ink, in order to keep the box highly recyclable.
We wanted timelessness and sustainability to be central to the solution. Large and clear use of typography on both packages balances the expression toward a modern visual. The packaging is minimalist, decorated only with symbol and text.
Like the box, the degradable bag is also in its original texture. These are made from bioplastic made of corn starch, which is 100% biological and compostable. Degradability is guaranteed by several accreditation systems from leading independent certification bodies.
