“Crinkles leather goods are luxury products. They radiate a sense of value and luxury on their possessor, conveying a good feeling. GutzandGlory perfectly matches our brand strategy. Their team of specialists takes our brand communication to a higher level, strengthens our product's power attraction and supports our customer's sense of wellbeing.”

Peter Cattebeke, CEO of Sibel

LAUNCH DATE

January 2012

TARGET GROUP

Women aged 25-40, social classes 2-4, viewing handbags as practical equipment mainly yet conscious of fashion.

CHALLENGE

Although Crinkles is sold at hundreds of leather goods stores all over the country, its brand equity is not at the same level. With a limited budget, the challenge is to establish contact with the product through easily distributable catalogues.

SOLUTION

We chose to keep all focus on the bare essentials: the bag, and the girl. The photography is set in the original brand aesthetics that have been restyled and enhanced: beauty and simplicity. The brand's strength lies in its product: a very nice, solid yet basic leather handbag. Omitting external contaminations emphasizes the product's authenticity.