STRATEGY’S SEASONAL CAMPAIGN LAUNCHING A NEW COLLECTION FOR HINTERVELD
As a dedicated weaver of some of the finest natural fibre products, Hinterveld is revered by customers in Europe, Asia and America.
These customers seek authenticity and are willing to invest in quality, insights we kept top of mind when asked to develop the creative assets that would set the tone and launch Hinterveld's new collection.
Our work spoke to differentiating the brand by creating personal and emotional connections through sharing the romantic home of Hinterveld and of the Angora goat. The word "Hinterveld" is of German origin and means "the land behind".
It refers to the vast, dry and barren plains behind the Southern Cape escarpment of South Africa - the Karoo.
Our idea was to share the natural elegance of the area with the world and so, the stark beautiful contrast between the tactile nature of the Mohair fibre and the harsh environment of the Karoo inspired the 2016 Home and Fashion Collections.
The new collection launched at Heimtex Home Décor trade show in Berlin with a sophisticated stand and tactile printed catalogues with a strong digital presence. We assisted through launching a range of digital components including website elements, email marketing tools and social media components.
Hinterveld has become a South African brand strongly associated with internationally recognized quality. The launch not only saw greater brand appreciation, but it also positively influenced its private label business, attracting major international fashion labels.