Strategy and identity design for a luxury leather accessories brand.

VASH is a NZ/AU-based luxury leather accessories brand for the modern woman who values timeless style yet a touch of individuality. South established a complete strategy and new brand direction to reposition VASH’s fantastic product range in the market and help connect to their customers.

The process included developing and refining the fundamental brand assets and tools, production planning and prop sourcing to execute two shoots. One product specific to help bring emotive reactions to the products and a location shoot to connect the bags to their customers and project an aspirational lifestyle. Rollout for the new asset library was included alongside brand book, digital marketing campaigns and outputs, followed by ongoing collection art direction and content producing.

The result is a cohesive brand experience that draws on the earthy and material qualities of the product, their stories, and further more aligns the product to an aspirational lifestyle.