Cardinal of Canada - Introducing a coat to last a decade and a brand for a lifetime
The Cardinal of Canada brand makes exceptional outer wear for men. The company wanted to expand both its reach into domestic markets and its offerings. In order to raise awareness of the brand and introduce the product in a comfortable, face-to-face setting, Cardinal of Canada hosted an evening event in downtown Toronto. Situated strategically within the Garment District, product lines were featured, records were spun, and vintage beverages were offered. The challenge lay in attracting attention to an unfamiliar product name in a manner that fostered credibility and trust.
The well-articulated photographs previously shot served this budget-conscious project effectively. Allowing well-crafted and sophisticated images to guide the design program reinforced the brand personality. An electronic email invitation served as the initial touch point for a wide audience, establishing the tone for the event ahead of time. The identity was then reinforced at the event venue through the use of simple image-driven posters and way-finding signage. The experience included shoe shines by Krooked Stitch Shoe Company, drinks provided by Pike Creek Whiskey and Havana Club Rum, and barber services by OGX. Attendees received printed thank you cards by mail the day following the event.
The event served as an ideal venue for attracting attention to the brand. The space was effective for showcasing garments in a comfortable environment, room for refreshments, and social engagement. With ample wall space for displaying design and branding elements, the event provided a well-rounded experience for introducing the offerings from this high-craft clothier.
As a means of extending the premium experience a printed thank you card was mailed out to all attendees, scheduled to arrive the day after the event. A consistent visual language of image, colour, and typography connected the card to the email invitation and event signage. The use of uncoated, textured, and duplexed paper stocks aided in creating a memorable and considered surprise. Attention to detail within the high craft of stitching and cut lines of the clothing is reflected within the finishing of the card and print quality. Space was intentionally incorporated onto the backsides of the cards in order for Cardinal of Canada staff to hand write individualized messages of thanks to all attendees.