Mulberry
ROLE: CCO
As a heritage driven luxury brand from the UK Mulberry was struggling to connect with younger audiences. Especially in new markets like Asia.
The big question: how to modernise the brand, without alienating a strong customer base in the UK and without abandoning its history?
We approached the global brand evolution in steps (which is still ongoing) by introducing a fresh new look with the launch of a new pillow bag. We named the bag not after a British woman as customary but gave it a playful name: Softie (as well as Big Softie and Little Softie).
A social forward campaign made a huge impact immediately with the most successful IG post to date.
We also created and introduced a new sub-brand called Zero which allowed the brand to introduce carbon neutral leather in its range progressively without having to worry about appearing to be green-washing. So in May 2022, the iconic Lily bag was relaunched with a complementing Lily Zero. The launch campaign itself created a playful tension between virtuality and sustainability.
Softie
Lily Zero