Conscious Living; Campaign for Social Impact
Client
Services
Print Design, Packaging,
Social Media Marketing
Industry
Indian Handloom
‘Conscious Living with L’affaire’ campaign was designed to increase awareness about the ethos of handmade clothing that the brand, L’affaire, stands for. The campaign was designed to promote the idea of conscious buying, wearing home-grown Indian textiles, supporting artisan communities, investing in natural textiles and hence, ‘Living Consciously’ with L’affaire.
In a fast-fashion driven market, the challenge was to design a campaign for a 40-year old legacy brand that would impact young women buyers. Instead of promoting individual products, the team developed a new positioning for the brand - ‘Conscious Living with L’affaire’. This new 'brand mantra' helped bind all product offerings and present a fresh approach to the brand's messaging & voice.
The print collaterals ranged from newspaper advertisements in the 'Delhi Times' to in-store easel artworks, and an illustrated packaging box for saris.
Introducing this brand tagline established a distinct positioning that was authentic to the brand’s purpose and the campaign’s objective and further, helped the brand to reconnect with a younger, urban audience passionate about Indian textiles. We leveraged the brand line to build a multi-medium campaign; use social media to create awareness, created in-store artworks to promote sales and re-designed the packaging to build a recall value.
The words of the campaign, produced by Hirumchi Styling Company, promoted the heritage of Indian textiles, their significance as a ‘conscious’ choice for fashion, contribution to the artisan communities, upliftment of ancient Indian techniques and hence, rejection of disposable fast-fashion trends.
What They Had To Say
It has been a pleasure working with the team @Studio Twine. Their attention to detail and schedule has been wonderful. It is a pleasure to work with them as they understand our vision and seamlessly translate it into digital and print collaterals. It’s been great working together and we hope to continue it!!!. Best Wishes…
Nitya Nanda Ghulati, Director, L’affaire
