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Cushendale
  Cushendale

Cushendale

From fleece to fabric for six generations

Cushendale, one of two remaining fleece to fabric Irish woollen mills, is a family business with an exceptional heritage and product. They needed a new identity to reflect the value of their offer and to elevate them from an everyday to a premium brand.

Although a brand with heritage, Cushendale is not a heritage brand. We needed to convey how a respect for craft and timeless techniques are paired with the ethos of continuous evolution that has served them well for over 250 years.

Working with a strategy developed by jump! Innovation, we produced a complete rebrand with applications across product naming, digital, packaging, print and signage.

Cushendale

To help tell the story of a contemporary brand that honours its rich heritage we incorporated an existing interlacing motif into a smart monogram.

Cushendale

Central to the project was an extensive product image bank. We worked with photographer Al Higgins and stylist Ciara O Donovan to create a wide range of visually diverse images that could be used throughout the year.

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Rather than use traditional models, our old pals in DDF put us in touch with two fantastic dancers who really committed to the idea of exploring the products though movement.

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In addition to the fashion orientated context, we needed to show the product in a home setting. A contemporary concrete interior helped us showcase the tactility and timelessness of Cushendale products.

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Widely known for its design heritage, we brought Kilkenny into the brand conversation which provided a richer story then the existing made in Ireland tag.

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The product images were accompanied by a range of process & making images. These included a flock of Ireland's native sheep, the Galway, farmed in Wexford and portraits of the Cushendale team in their wonderful heritage mill.

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We introduced a simple tagline that clearly stated Cushendale’s unique offering and remarkable family story.

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We commissioned photographer Harry Rhys-Thomas to produce a series of beautifully clean product images that delivered on the important e-commerce requirement and completed the fleece to fabric narrative.

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Supporting the desired shift from wholesale to direct sales, we redesigned every aspect of packaging to cover physical and digital sales needs. We picked out hight-end details using a palette of natural materials to deliver a plastic free packaging solution.

Cushendale