ABOUT

Product features: Summit is a double yarns fabric for men’s suiting and shirting.
Brand communication: Summit is a premium fabric. Its customers are well settled in life and high achievers.
Big idea: The peak of achievement.
Execution: I have designed the campaign by showing the aerial view of mountain range and a stylised shot of fabric. On the packaging, I’ve commissioned an artist to draw the mountain range. For OOH & SM, I’ve directed the photographer to shot the fabric with long and curvy folds. To imply double ply weave, I’ve detached the strokes of ‘M’ and added two lines in the visual as design element.