- Photography |
Five years ago when we started working with Failsworth we had one annual shoot for their full range. The Men’s and Ladies SS and AW ranges would be combined into to one single brochure. Due to the growth of their business, this year for the first time we not only had two SS photography shoots but those images captured were used to create two brochure designs. Each brochure would be tailored to the different markets the Ladies and Men’s products now cater to.
The Men’s brochure was to continue on the path set by the AW18 brochure that proved enormously popular. Aimed at the young professional, Failsworth were introducing a more colourful range of hats, more straw hats and also presenting their new lightweight dry wax range. With this in mind they wanted to ensure that this brochure really captured the lifestyle of their customer who is a sartorial, stylish, elegant, young gentleman. We were to focus on a more urban location and introduce additional props to set the scene and truly evoke the atmosphere we were aiming for.
For the Ladies brochure there hasn’t been such a shift in their target audience. This brochure needed to appeal to the wedding and formal wear market and so retain a traditional consumer vision. We felt this would require an elegant location paired with a classically beautiful model.
Although there were to be two separate brochures, they still needed to have a consistency in the design. The two needed to be able to be seen together and be recognised as Failsworth SS19 brochures. We had quite the challenge ahead!
With an impending showing at Pitti Uomo, we needed to start early with the Men’s brochure. We started location scouting and settled on Altrincham in Cheshire. It had the right mix of period properties but with a modern urban feel provided by the independent shops and bars. We felt these would accurately represent the lifestyle of our target audience.
For our model we went for the classic good looks of Paul Knops (later to be seen by a pool on Love Island!). With the help of a member of the Failsworth team who has a stock of beautiful cars, we were able to use an original Mini and an amazing yellow Triumph Spitfire to help create the lifestyle vision for the consumer.
The Ladies brochure followed a little later and we felt needed a more traditional location with some grandeur. We were very lucky to be able to use Arley Hall, recognisable from the TV show Peaky Blinders, as our main location with a stop off in the beautiful and quintessentially British village of Great Budworth. We were keen to include the beautiful flowers in each location to enhance the feminine, classical scene.
When it came to the brochure design, although the content and audiences were to be different, we wanted the same core design elements, especially layout, across the men’s and ladies brochure to ensure they felt aligned. To accomplish this we wanted to make the most of the amazing images we captured so went for full bleed images, minimal copy and the now archetypal gold foil to the cover.
We LOVE these brochures! Take a look and see what you think.