Cheap imports from overseas have all but eradicated traditional leather goods factories in Denmark. But Kim Hul-Jansen was determined to keep the art of leather craftsmanship alive. From his small studio in Copenhagen, Kim creates all things leather, drawing on the knowledge and traditions of old crafts. With a background in the industry, Kim has a wealth of experience in the manufacture of wallets, small leather goods, and bags.
Our partnership with The Leather Project was centered around repositioning the brand as a premier high-end brand for handcrafted leather goods. We achieved this through market research, strategic branding, creation of a new brand and visual identity and, consequently through e-commerce design and development.
We conducted extensive market research to identify the brand's target audience and competitors. This helped us develop a unique brand positioning that showcased the brand's commitment to preserving the time-honored traditions of Danish craftsmanship. The Leather Project's commitment to quality and authenticity was at the forefront of our positioning strategy. By emphasizing the brand's unique heritage and superior craftsmanship, we were able to differentiate The Leather Project from its competitors.
A targeted marketing campaign was implemented to increase brand awareness and reach a high-end clientele that valued quality and authenticity. The campaign utilized social media platforms, influencer partnerships, and targeted advertising to showcase the brand's unique craftsmanship and locally sourced materials.
Brandiaq developed a brand identity for The Leather Project that was centered around a unique monogram design. The monogram was designed to resemble the letter "H" for "handcrafted," formed by uniting the capital "L" (Leather) with the letter "P" (Project). The monogram's handwritten design added a personal and authentic touch and was used to tell the brand's story through its packaging and marketing materials. The monogram was also used as a watermark on the brand's leather goods to add a unique touch of authenticity, and as a signature on the tags and cards that accompanied each product.
Brandiaq developed an e-commerce website for The Leather Project that effectively showcased the brand's commitment to quality and authenticity. The marketing collateral, including tags and care cards, were designed to be not only visually appealing but also informative, providing customers with valuable information about how to care for their leather goods. The care cards provided customers with information on how to properly care for their leather goods, ensuring that the products would last for years to come. In addition to care cards, we designed unique instructions for The Leather Project to provide customers with cards that explained the unique craftsmanship that went into each product. These highlighted that each item was hand-dyed, hand-cut, and hand-stitched using the finest natural materials such as genuine bovine leather, and explained that the variations in color were not only intentional but a testament to the quality and authenticity of the brand.
The return on investment (ROI):
1. Increased Revenue
By positioning the brand as a high-end brand for handcrafted leather goods,
The Leather Project attracted a higher-end clientele that valued quality and
authenticity. This resulted in increased revenue for the company through
higher prices for its products. Additionally, the increased demand for the
brand's products resulted in higher sales volume and increased revenue. By
differentiating the brand, we were able to put The Leather Project gained at a
competitive advantage over other brands in the market. This led to increased
market share and revenue as customers were willing to pay a premium for the
brand's superior quality products.
2. Improved Brand Awareness
The targeted marketing campaign implemented by Brandiaq helped increase
brand awareness for The Leather Project. As more people became aware of the
brand's commitment to craftsmanship and authenticity, it led to increased
sales and revenue. The increased brand awareness also led to increased
interest from influencers, which resulted in further promotion of the brand
and its products.
