A luxury label that create garments made from rare Mongolian Cashmere fibres. We felt that the provenance of Cashmere is a story that had to be told through the branding and packaging — the tactility and textures on the packaging, warmth and earthiness of colours, and the raw, human touch of chinese calligraphy. All these branding elements have been woven together to evoke the hardworking Mongolian nomad farmers living in the plains, enduring the harsh winters, and the fact that cashmere itself is a rare commodity — hand-combed from the underbelly of goats.
Master Guang-Zhou Xu, has dedicated the last 80 years of his life mastering the discipline of Chinese Calligraphy. He founded the New Zealand Chinese Calligraphy Assocation.
Below are examples of the Gildara 'Dong-Li' logomark in the different styles of Chinese calligraphy — the equivalent of Western 'typeface classifications' for example, serif and sans serif.
The final chinese 'Dong-Li' logomark was a clean trace of Master Guang-Zhou's calligraphy — retaining the integrity of the rhythm in the natural brush strokes.
DNA Design 2016
My role: Brand and Packaging Design
Design Direction: Steve Maskell