Denim Soul MDS strives to make denim for the future. With the unique blend of Italian and Chinese influences, it creates the merging of culture and heritage. They believe that denim should be long-lasting, and aims to continue to strive for better denim created with fewer resources.
Being a new player in the denim and textile space, MDS lacked the brand presence and name recognition. They also wanted to target a completely different market, shifting from a Chinese domestic market to the international market. This required a completely new brand positioning and personality.
We made it a priority to align the uniqueness and modernity of the company with the presentation on the website. The idea was to present it in a very modern, fresh and clean way to differentiate MDS from the traditional players in the market. Through the use of the carousel layout on the homepage, the values of the company is communicated in a seamless and direct way.
MDS believes in transparency in their production process. In order to communicate that through the website design, we made the transitions between pages as frictionless as possible to translate the company’s core belief in being transparent, making it easy for customers to understand the processes that goes into MDS’s products.
With the lack of a distinct proposition, Inqova hopped on board to build and solidify the MDS brand through finding consistency across its website, brand media and marketing collaterals. Making adjustments to the tone of voice and producing coherent marketing. This helped MDS to get established in the international market, assisting in the pivot to a different market.