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.

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Behind The Scenes

We had the opportunity to travel to Foshan City, China, and documented the factory life, the founder, the indigo master and the meticulous dyeing processes adopted in the mills. Unveiling the curtain behind the factories, the images told the story behind how individual fabrics are made, and the effort that is put into each of them.

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Denim in Action

The campaign photos of the MDS products from each collection is widely used for website images and company brochures, showcasing the fabrics dynamically and in action. We kept the brand colours of blue and orange in mind, and made sure the brand materials reflected the brand identity.

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The Impact

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.