Azita & Karl make premium bobble hats, hand knitted in England. They approached me with a product that was selling well on their stalls, but they wanted to build upon their brand story.
We first audited what we had on the brand and quickly proposed to change their name from Nancy Leigh Knits, into an acronym name that was more in line with the people behind the brand. We also found that their labels already had the strap line Hand Knitted In England and having realised the value in this unique differentiator from other brands, we ensured this was called out in most communication. From here, we established a few A&K values, that harmonised with their love of fine materials, their hand made aesthetic and their stylish, yet practical products.
We developed a brand identity that placed their product as hero, whilst delivering against their values of good old fashioned honesty, thoroughness, friendship and versatility.
The line “Here & There” represents an understanding that many people wear hats infrequently. A&K believe their products make a stylish, yet practical choice, whether you find yourself here in London, or there, rambling through the Lake District.