Denim Soul, a denim mill based in Foshan, China, strives to make denim for the future. Being a subsidiary of Madasheng Group, a leading textile and apparel manufacturer, allows Denim Soul to pave a new future of denim by blending both Italian and Chinese culture and heritage influences in the denim fabrics.
Denim Soul reached out to INQOVA to help them to position themselves as a young and refreshing denim mill while staying true to the denim heritage through their new visual identity. Being a new player in the denim and textile space, MDS need a strong edge to create an unforgettable first interaction in the market.
The key concept for MDS is to highlight the mixture of Italian and Chinese culture and heritage. To achieve that, we introduceChinese traditional elements with Italian vibrant aesthetics in the design process to establish something new to a historical industry.
With the logo, we wanted to bring forth the brand’s modern and fashionable characteristics through the use of a clean and geometric shape of the letters. The dripping brush shape of the letter M is to highlight the Chinese background as well as the dyeing craftsmanship of the industry.
To demonstrate the brand’s indigo DNA and youthful spirit, we suggested the use of blue and orange as the primary colour palette. To further showcase the of five core Souls of MDS: Inspiration, Impression, Tech, Dynamic and Eco Soul, we proposed using five secondary brand colours to represent each of the elements.
In order to better identify the characteristics of the fabric, we worked with MDS to develop a tag system that will make use of stickers to differentiate the features of the fabric. MDS would be able to place these stickers with the denim features on the bottom of the hangtags. This allows customers to better understanding how the fabric stands out.
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.