Although not known to a wide audience, Stockholm-based Marielle Kerber had been an acclaimed fashion designer since the mid-nineties, winning the prestigious Guldknappen Fashion Award in 1999 for her made-to-measure collections. She decided to introduce a prêt-à-porter brand, Kerber, in the fall of 2012.
Kerber is characterized by well-tailored, flattering garments made of the finest quality material. The pieces are as easy to wear as they are timeless, defining Marielle Kerber’s sustainable approach to fashion. Kerber takes pride in having their own production in Vietnam where skilled tailors are trained according to the highest quality standards.
A new identity, packaging and webshop were developed by The Studio with the ambition to clearly differentiate the brand and gain interest without relying on traditional marketing channels. The identity should be distinctive and unique, yet as timeless as the garments themselves. A warm, neutral colour palette of skin tones served as a backdrop for the material, while the feminine yet bold typography became recognizably Kerber. The garment hangtags, stationery program and packaging were letterpress printed on a series of fine uncoated papers in varied cream and nude tones. The photographic manner for the collections sets a masculine tone to the styling, in contrast with the confident femininity of the Kerber pieces, shot by Maria Wretblad. The consistency with the design of the look books from season to season establishes a recognizable identity for Kerber.
The design of the webshop was seamlessly integrated with the contemporary brand expression, being the only retail outlet for the brand before the launch of the Stockholm boutique in 2015. The design of the website gained immediate interest, and within three weeks had over ten thousand visits. Since the launch of the new identity, Kerber is now represented in five different countries within Europe, North America and Asia.