Silke London was launching a product with a perception problem. Silk hair wraps offered real benefits for healthier hair, but they were seen as old-fashioned and outdated. The challenge was to turn a traditional silk bonnet into a luxury lifestyle accessory that style-conscious women would want to be seen with.
I led with aspiration rather than function, and built a premium brand identity that felt modern, desirable and culturally relevant.
The brand helped redefine the category. SILKE London is now stocked by the MoMA Design Store and the V&A Shop, which reinforces the design-led positioning the brand was built on.
Services:
Creative Direction, Brand Identity,
On-set Art Direction, Packaging design,
Brand Guidelines.
Credits:
Logo Design: Pat Tierney
Photographer: Paul Farrell
