ABOUT

KIND has developed the holistic luxury knitwear brand for renowned fashion designer, Alexis Giannotti.

Giannotti creates luxury knitwear from sustainable materials to deliver a big impact in the world of fashion while ensuring a small environmental footprint on the planet. By embracing 3D knitting technology to reduce waste, and by engineering fabrics from coffee grounds and 100% merino wool that need less washing, Giannotti's vision is to bring a new level of sustainability to high fashion with a fully recyclable product range.
KIND wanted to capture it in communication, positioning strategy, and visual appearance. Origin, timelessness, and sustainability have been the mainstays of the process and base for the communication concept ‘Timeless Threads’ that focuses on timelessness and the importance of quality.

The innovative thread is the main visual element. We have created a symbol based on it. The thread waves into a braided thread, inspired by waves, the symbol of eternity, recycling, and Monaco’s iconic tree. It is a modern interpretation of the identities of old fashion tailors, where the symbol was the crown of the work. The identity is balanced against the modern by the use of typography. In contrast to the soft and iconic symbol, the style is clean and modern.
Strong and clear ultramarine blue has been an important point in brand building. This color is both modern and historically significant. We have balanced it out with other shades of blue, to capture the depth of the sea, which has been an inspiration for Giannotti. Copper is used to creating an expression of historical exclusivity and quality.

The packaging is minimalist, decorated only with symbol and text. We sewed exclusivity together with sustainability, without compromising on quality. The boxes are made of FSC-certified cardboard. The bags are made from bioplastic (corn starch), which is 100% compostable.