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Mads Nørgaard Copenhagen
- Client: Mads Nørgaard Copenhagen
- Project: Visual identity and campaigns
- Year 2003
For the past five years, e-Types has been working for international fashion brand Mads Nørgaard Copenhagen, creating and advising on brand strategy and visual identity. The main initial task was moving Mads Nørgaard beyond fashion and towards culture - creating a strong and unique brand steeped in Nørgaard's cultural heritage.
"In the world of Mads Nørgaard we are deeply in love with fashion and the changing of the times - and at the same time I also think that the western world is moving too fast at times. So - in order to slow things down a little, we are also in love with things that do not change", says founder Mads Nørgaard.
Mads Nørgaard is an excellent example of how you can work strategically with a brand while breaking new ground for the fashion company and its communication. In a close collaboration with Mads Nørgaard, e-Types has developed a new brand strategy, a new visual identity, fashion shows, image campaigns, records, packaging, and fashion films.
By using elements from the world of culture referenced by Mads Nørgaard in his work and inspiration, we created a more meaningful brand. A brand that transgresses ideas of high and low culture by plucking from both worlds - just like Mads Nørgaard does in his collections. The fashion company positions itself differently from its main competitors through a genuine link to its customers' cultural context, updating its relevancy to attract a new target group while linking between the past and the present.
More fashion and culture at madsnorgaard.com