Our work for Tommy Hilfiger spans four seasons. Here the essence of what we produced that helped to define the nature of the product — new vintage.
Initially we were asked to create vintage sportswear packaging (graphics, stitching, swing tags, studs, labels) for the Denim collections but this quickly led to full scale marketing of their THD (Tommy Hilfiger Denim) premium range. We produced everything from line books (created as vintage newspapers, complete with authentic 50s advertising) to marketing brochures, labelling, packaging and print graphics.
This distinctive retro handwriting fused 50s and 70s printed ephemera to evoke a nostalgic and playful vision for the collection. Product information appear as baseball cards, while the story of Hilfiger’s rise to fame is depicted through postcards. Other qualities of the collection, such as fabrics and finishes, are communicated with authentic adverts and photography. The booklet was given to discerning customers with every product purchase.
The ‘THD’ Linebook for autumn winter 2006 was conceptually and visually linked to the marketing booklet.
This essential selling tool, used by the sales team to successfully communicate the entire product range to buyers. The clear 50s newspaper styling reinforced the THD core brand values of “authentic, vintage handcrafted freedoms” and made understanding and selling the collection far easier.