Goosecraft is a leather jacket brand based in the Netherlands. A young label looking for a strong brand identity and after two years of growth approached CMK1 to collaborate with them to develop a premium brand position in the leather goods market.
The task was to create a total new design identity, develop guidelines and a photography style that expressed the new brand values- 'modern authentic'
We worked with Goosecraft on all aspects of their branding, from the labels to the brand book to the internet site. We felt it was important to create a single brand feel while keeping the constraints flexible so that new innovative ideas and collections can be added later based on strong brand values.
Central to every aspect of the design was the creation of the Goosecraft emblem. Following the thought that ambiguity creates attention, this logo was designed to represent the head of the goose, but could also be seen as a human hand forming this shape. Ambiguity creates attention
We have been working with Goosecraft for over three seasons now and since our initial collaboration the brands growth has been fast and they have become one of Europe's most fashionable and authentic leather jackets.
