Nordweg is a premium men’s leather bag company based in the mountains of Rio Grande do Sul, Brazil. The brand already held as the best product in the category needed to launch four new products and also revamp it’s packaging and stationary. The project began with a discovery phase where we understood the challenges and ambitions of the team. With the market and brand insights we moved to plan the strategy, launch and editorial content needs to capture the essence of the brand.
We worked together with photographer and filmmaker Diego Cagnato and design with ForkSpoon in the U.S.A to create imagery that portrayed the beautiful heritage of the region and production craftsmanship. We also were involved in the naming and copy for the new products.
Messenger Bag Nordweg Schuster
A new cycling brand
Brazil is a beautiful and fascinating country. People in Brazil enjoy the sun and geography through wide-ranging sports activities. One of the sports is cycling, the market has been growing rapidly, international bike brands have enjoyed growth in the mountain bike and road bike categories. Our discovery phase uncovered the category and conventions, unmet needs and challenges. The insights showed there was a gap in the market for a brand that combined quality, function and thoughtful design. The market was cluttered with the usual suspects offering poor quality and lack of style.
The vision for Kirschner was to excite and inspire people into riding with a brand they could relate to, with a quality product inspired by heritage cycling. With the strategic brand planning and vision we set to create a world class team to bring the brand to life. Our team included design for on screen, off screen and apparel by Six in U.K, photography and video by Paul Calver, Diego Cagnato, Polemica VP and website built by Wannes Doe. We supervised all the steps of the process from design to prototypes, pilot run to production and operations.
The result was a brand that reflected the aspirations not only for the Brazilian cyclists but also international cycling community selling to over 16 countries and featured in publications and blogs around the world.
A new furniture brand
Irani Group one of the largest industrial companies in Brazil had been selling OEM to major retailers in the american furnishings market such as Pier 1, Target, Potterybarn among others. After a diagnostic of the company and market, together with the leadership at Irani we envisioned a brand that would combine the heritage of the Brazilian company and the sustainable practices it pioneered using renewable resources.
The challenges to enter an established market like the U.S.A were the lack of recognition of Brazilian design and environmental issues concerning Brazil. With a team of world class designers and Studio TippingSprung — Brastilo was born. The furniture distinctive and unique was inspired by the legacy of great Brazilian design and created by a selected talented team. We supervised all the steps of the process from design to prototypes, pilot run to production and operations.
Brastilo set itself apart gaining recognition from ICFF, Bergdorf Goodman and publications such as Wallpaper establishing the brand as a leader in eco commitment and "inspired by Brazil” designs. An authentic company offering unique culturally inspired furnishing.
Market opportunity assessment
Warn Industries is a leading and premium outdoor brand offering winches and 4x4 hubs for the recreational and industrial markets. They approached us to make an opportunity assessment uncovering cultural opportunities of what consumers want and why and a business competitive overview of players and distribution in Brazil.
A new jam brand
The Brazilian consumers are changing their taste, looking for better and natural products. One market that hasn’t kept up with the change is fruit jam market, there was a gap for a product that was tasty, artesanal and natural. Where brands in Brazil try to copy each other with the “Traditional” english look and syrupy content, Martin’s Jam celebrates the simple pleasures of life like a fresh slice of bread with a natural and artesanal jam. Steve Scott was commissioned to create the illustration and brand that through a bold personality celebrated the simple life and the Brazilian atmosphere where fruits grow all year around. Martin’s Jam is a Kirschner Branding property.
Market and company assessment
The Celulose Irani Group is one of the largest industrial companies in Southern Brazil. They approached us to conduct a business assessment to help clarify the type of investments and commitments the company should make towards their furniture division.
Global supply chain
Paoli Inc. is a leading manufacture of office furniture located in Indiana, U.S.A. Our engagement focused on working with Paoli’s team on supply chain optimization assessing manufactures in Latin America, Asia and Europe to determine partners that best fit the philosophy and quality demands of their premium case goods lines.
A new way to buy
Zipja is a new service that will launch soon. The service will offer a new way to discover and buy products from overseas to deliver to Brazilian consumers. We helped the founders with the market diagnostic, gap assessment, brand and designer selection commissioned to Dirk Kammerzel.
A brand relaunch
Morgan Hill Creamery crafted premium ice cream for select clientele and approached us to assess what actions they would need to take benefitting from the emerging trends in the food category. After our consumer journey analyses and our discovery framework we concluded an opportunity to offer a gourmet and a separate organic offering of ice cream. The change in strategy would require changes in visual identity, website and packaging. We commissioned Dirk Kammerzell to design these touch points. Soon after the relaunch the brand entered national retailer Whole Foods and soon after was acquired.