Photography, branding, print and video for a global shoe brand.
Merrell asked us to brand and develop assets for a line of sporty leather boots and shoes that highlight the design and artisan workmanship of classic European cobblers. Our goal was two-fold: to create work that appealed to a 20 and 30-something demographic with cultural aspirations (to whom style was as important as substance), and to introduce Merrell – traditionally an outdoor brand – to fashion industry retailers and publications.
In developing the concept we had to remain true to the active outdoor nature of the brand while appealing to the target demographic’s interests. The name “Vendemmia” means “grape harvest” in Italian, and this led to the concept of the vineyard, harvest, communal dining and quaint, quotidian life in nature.
With the name and concept solidified, we traveled to the Alps and vineyards of Northern Italy to shoot the campaign photography and capture footage for a traditional fashion lookbook video. Annika handled production and styling, dressing the models with a nod to classic European cinema, while Chris (behind the camera) sought out breathtaking landscapes to form the backdrop of wondrous, aspirational adventure.
We developed a Vendemmia logo, copy voice, illustrative elements and photo treatment. The result: our lookbook and video were snapped up and praised not only by the client, but by fashion editorials and on-demo retailers like Nordstrom. Merrell has made the first step towards a successful entry into the fashion category. The Vendemmia collection drops Fall 2012 in boutiques and department stores across the globe.