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Art Direction and Branding Strategy for new label Held in Common. Designed and developed product assortment in line with brand values. Brand to l… Read More
Art Direction and Branding Strategy for new label Held in Common. Designed and developed product assortment in line with brand values. Brand to launch Holiday 2013. Read Less
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In late 2012, I began working on the development of two new private labels for the Drake General Store. Held in Common is one, with the name being a strong derivative of sister brand Shared. After pulling together thoughtful art direction to highlight both the meaning of Shared and the premium value of this contemporary brand, Petra Cuschieri designed a strong logo and packaging elements.
 
The collection was designed by Jenny Boucher to include cotton/wool sweaters with graphic blocks of variant stitching, the most comfortable cotton slub socks with playful colourblock sections, and classic winter wear with wide appeal. All pieces are in tune with the brand values of modern clean Canadian lifestyle basics with an element of the unexpected. 
 
Product will launch for Holiday 2013 exclusively at Drake General Stores and online at drakegeneralstore.ca.