Fashion designer and founder of The Coal Collection, Jennifer Dumbrill sources the African wax prints she uses in her designs from across the continent. It’s this fabric with its bold colour and pattern combinations that inspires her design. Creating a design that allows the fabric to be the focus was also the thinking behind the beautiful branding developed recently by Radar.
Sold in upmarket boutiques, the luxury label briefed Radar to create branding that would appeal to the adventurous, sophisticated traveller. They needed to consider how the logo would work seamlessly with the brightly coloured pieces that would be shot for advertising campaigns and lookbooks, and how the logo would translate across each new collection.
Their solution was to create a highly flexible logo with a version in black to complement the strong fabric, and one as an outline, which showcases the fabric within its stroke. They said, “For this to work it was crucial that the actual typeface was simplicity itself.” ‘Noir’ from Danish Type foundry, PlayType, was selected. “Once that was resolved, the system, with the addition of top class finishes continued through every tiny detail, wrote itself.”
An interesting element to the identity is a QR code fabric which when scanned takes the viewer to this season’s lookbook. By adapting the ‘C’ from the new Coal logo, Radar created a logo for sub-brand Coal Flower aimed at a younger audience. As for the campaign imagery, the team at Radar was inspired by Paul Jung’s photography style and used one of his images purchased from a stock library. The others were shot in a style to match.
Agency Producer and Account Manager: Dominique Anders
Creative Director and Art Director: Richard Myburgh
Executive Creative Director and Copywriter: Tricia Snowball
Photographer: Sven Kristian / Paul Jung
Strategist: Jason Ray