Third Eye Design has rebranded cashmere accessories manufacturer Alex Begg & Co to help build the company’s profile in the women’s fashion and interiors sectors.
The consultancy’s initial brief was to design a corporate brochure, but the project grew to include a five-figure rebranding of the company, as Begg Scotland.
The identity launches in September in the US, followed by Europe in October and the Far East and Japan in November.
‘At an early stage, we discovered that the existing brand identity was not reflecting the values of the product,’ says Third Eye managing director Mark NoÃ«. ‘The new name is much less parochial and will give the cashmere products more impact worldwide.’
The identity is designed to reflect the colours and patterns of the cashmere produced by Begg, while avoiding the things you traditionally associate with Scotland, like heather and thistles, says NoÃ«.
Third Eye has also been briefed to redesign Begg’s website, www.beggscotland.com, create a direct mail campaign and a trade exhibition kit, as well as develop a range of photography of the products for the corporate literature.
The website and direct mail campaign are scheduled to launch in late autumn, with the exhibition system going live next year. The literature rolls out from September.
‘We used brown thread and uncoated stock for the brochure to reflect the luxury of the brand,’ says NoÃ«.
Begg is traditionally known for menswear. The company is seeking to build its women’s accessories business by supplying major fashion houses, as well as targeting the homewares and interior design sectors which it has only ‘picked at’ previously, says Begg managing director Charles Gray.
Third Eye won the brochure work in an unpaid creative pitch against Navy Blue in April.