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    Duck and Cover Labels, Tags, Denim Book & Look book As well as working on the seasonal above the line campaign for Duck and Cover, the wider bri… Read More
    Duck and Cover Labels, Tags, Denim Book & Look book As well as working on the seasonal above the line campaign for Duck and Cover, the wider brief was to bring all other brand collateral in-line with the new branding elements. Read Less
Brand identity refresh – menswear fashion label.
Design Friendship worked closely with menswear denim brand Duck and Cover initially on seasonal on-garment graphics, and then as the creative lead of an entire brand refresh from the brand concept, graphic assets, denim packaging, and seasonal retail packs including ATL advertising campaigns & point of sale, all over a period of four seasons.
“We helped the brand to de-clutter and re-focus around a core ‘Ready For Anything’ message, inspired by the utilitarian, industrial and military themes, that not only influences the marketing and in-store campaigns, but also affects the approach to garment detailing, fabrics and cut.”
Design Friendship believes it’s important to keep a close eye on how your brand behaves as a whole versus just one piece of communication or activity.
Refreshed brand marks and bespoke typefaces.
Brand Bible.
As part of the re-branding process Design Friendship created, designed and produced the DAC brand bible. Titled the ‘Rules of Engagement’, this internal comms piece clarified and defined the brands new direction from the brand story, the concept, its personality, the narrative and its consumer profiles.
Design Friendship believe that everyone representing the brand, from the very top at board level down to those working in the warehouse should understand the brand and its background, ensuring that a consistent message is being projected when engaging with the public.
Duck and Cover brand bible spreads.
Branded stationery.
DAC on-garment labels & swing tags. To ensure consistency the new look and feel was rolled out across all of the consumer facing touch points including the on-garment packaging from neck labels to swing tags.
Denim fit swing tags.
Duck and Cover instore P.O.S.
DF Developed strategies to call out Duck and Cover products in busy multi-brand stores. ‘The Megaphone’ was an emotive POS unit that the Duck and Cover consumers could identify with, that represented the brand personality and ethos: To be a leader not a follower, be confidence and stand up for what you believe, be direct and straight-talking, be bold and embrace difference, be 'Ready For Anything’.

The 'Civilian Target' was an ongoing in-store brand building campaign with the DAC device at the heart of the concept to help improve brand recognition and awareness.
’The aim was to create P.O.S that people wanted to leave on display, consumers wanted take, that wasn’t thrown into the stockroom’
Duck and Cover – Lookbook.
Duck and Cover denim fit guide.
DAC seasonal t-shirt graphic ranges.
Duck and Cover graphic library.
Duck & Cover ATL advertising campaign season 1.
Duck & Cover ATL advertising campaign art direction & design.
The ad campaign was an integral part of the seasonal retail pack, providing the sales teams with the tools to re-energise the brand’s attitude and presence on and off-line.
Design Friendship created a 2 year narrative to engage and excite the 24+ male consumer. The first installment was set around the theme ‘The Escape’, while follow up films continued the cliffhanger storyline with ‘The Rendezvous’ and ‘The Chase’.
“To launch we wanted to create a brand vision that was fast paced, with a graphic urban edge and a confident ‘Ready for Anything’ attitude.”
Duck & Cover ATL advertising campaign season 2.
Duck & Cover ATL advertising campaign season 3.
With a new approach and perspective on Duck and Cover’s branding, Design Friendship helped inject the brand with a fresh sense of purpose, and a renewed understanding of its own personality and place in the menswear market.
Duck & Cover season campaign film.