Today’s Brand Case Studies celebrates not one but three different creative makers and craftspeople who are forging new paths in the spirit of the old ways. We’re a fan of highlighting smaller brands who contribute to - rather than add to - the noise; who offer pockets of peace in this age of bottomless, all-you-can eat branding.
Recently hosted on Taste Talks - a small but inspiring American platform which effortlessly bridges the gap between food and smart, cool, creative innovators - these three companies unite old and new with wholesome and organic marketing. Inspired by their #originalcraft messages, we decided to share the good vibes.
First up are LA surf champions, Lone Wolfs Objets d’Surf, who, taking inspiration from their film, music and cultural heroes, produce unique collections of surf gear from their Venice Beach home. Founders, Scott Brown and Alex Kemp, hand make boards with fins and Psycho references, boards with macabre quotes such as ‘Not Food’ and all manner of other quirks to pass on their passion for riding the ocean waves; “We’re trying to share that love we have for surfing and turn it into objects that we can give to people” say the duo.
Also immortalising the unique are designers Emil and Sandy Corsillo who have a different vision for menswear in an age where cheap mass-produced assembly lines are king. The brothers’ shop, The Hill-Side, originally sold only ties, handkerchiefs and scarves - all made using fabrics the guys had collected. These days the Corsillos continue to use vintage fabrics (such as those used in 20th century workwear garments) but have extended their collection to include hats, shoes, shirts, denim and more. Emil explains; “The first tie we ever made was cut where the salvage was left at the bottom of the tie. That was our invention. We’re obsessed with old fabrics and the way they’re made.”
The short studies, endorsed by Mount Gay, conclude with Intelligentsia Coffee’s founder Doug Zell. A man so impassioned by his quest for good coffee served correctly he even designed and made his own coffee cups because he wasn’t happy with those already on the market. After launching Intelligentsia 20 years ago in Chicago, Zell has since communicated the same message in every single one of his stores, for him it’s all about; “shepherding this pristine ingredient, from putting it into the ground, all the way to our customers’ cup.”
Providing a platform for original crafts, rediscovered and reimagined by small brands can only ever be a good thing. Happy branding to you all.
