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 less 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 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
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
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.