ESPRIT

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REST & RECREATION CAPSULE

Present meets past
Machinas has been collaborating with Esprit since their on-line store launched in the year 2000. For this time, we’ve  been asked to create the whole user journey and visual design for the Rest&Recreation capsule which is inspired on Esprit’s original archives from 1980s and 90s. The collection focuses on promoting the return of Esprit being original & classic and at the same time cool, attracting younger customer groups. Based on the original logo play of the brand, the collection includes colourful items from Esprit’s rainbow-coloured logo and winks to the 80’s newtro feel.
Esprit 01
Present meets past
Machinas has been collaborating with Esprit since their on-line store launched in the year 2000. For this time, we’ve been asked to create the whole user journey and visual design for the Rest&Recreation capsule which is inspired on Esprit’s original archives from 1980s and 90s. The collection focuses on promoting the return of Esprit being original & classic and at the same time cool, attracting younger customer groups. Based on the original logo play of the brand, the collection includes colourful items from Esprit’s rainbow-coloured logo and winks to the 80’s newtro feel.
Esprit 02
Date
June 2022
Client
ESPRIT
Project
Digital Capsule Communication
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THE CHALLENGE

Esprit launched their South Korean design collaboration Rest & Recreation, introduced by style-icon Peggy Gou and needed an inspiring approach to attract new young customers to this online exclusive unisex capsule. This is part of a series to reclaim their fashion DNA and the concept needed was an umbrella one.
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THE CONCEPT

The collaboration is diving deep into the original ESPRIT archive of the 80s/90s, creating an athleisure-focused take on “NewTro” – effortlessly blending retro and modern style. The Machinas design team planned to transfer this message via a creative lookbook, startpage presence and cross-selling banners, supported by an intro newsletter and e-mail reminders.

THE SOLUTION

The design approach taken was to support the model imagery with the reinterpretation of elements across various realms spanning from urban fashion, photography, architecture, to underground feels, mixing static and motion designs incl. video. Machinas covered the journey planning, design creation and full implementation of all assets via the Coremedia CMS for all 17 European country e-shops.
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THE IMPACT

The mix between E-com communication and other media ends up into a well-received capsule that contributes to the positioning of a more premium lifestyle brand. This also served as a roll-out model for other digital capsules Esprit has launched.
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