In the 19th century, the city of Lodz, Poland, was the thriving textile capital of Europe. The Nazis showed up half a century later and stripped the metropolitan of its industrial assets rendering it a ghost of its glorious past. This bleak state of affairs carried well into the later part of the 20th century until the Berlin Wall came down thus paving the way for local entrepreneurs to begin resuscitating the city and reinvigorating its inhabitants.
One particularly grandiose plan involved massive renovation of a neighborhood at the heart of the old city and turning it into an art capital for all five art branches on a scale never-before-seen since the early days of the renaissance. It demanded detailed planning and a unique branding strategy which had to take into consideration the business interests of the developers, the subtlety of each sub-brand and its products, and most of all the participation of the residents of Lodz.
With the first product being a pair of Organic denim dyed in the traditional indigo ink which made the city famous centuries earlier, we coincided the launch with the local famed film festival and reached out to David Lynch to endorse this first touchpoint.
Full project included Brand Essence, Identity, Sub-brand identity, Product design and Packaging, Communications, and collateral.
Concept & Copy: Lio Spiegler
Creative Director: Adam Tunikowsky
Branding A Neighborhood
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