Tiger Of Sweden Design & Branding DENIM COVERS by Lowe Brindfors Stockholm


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Industry Jeans
Media Design & Branding
Market Sweden
Agency Lowe Brindfors Stockholm
Creative Director Niclas Carlsson
Art Director Pelle Lundquist
Copywriter Stefan Pagreus
Photographer John Gripenholm
Account Supervisor Ulf Ahlstrand
Released October 2011

Credits & Description

Category: Design Photography
Creative Director: Niclas Carlsson (Lowe Brindfors)
Art Director: Pelle Lundquist (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Account Supervisor: Ulf Ahlstrand (Lowe Brindfors)
Account Manager: Caroline Cederroth (Lowe Brindfors)
Typographer/Graphic Designer: Mimmi Wägerth (Lowe Brindfors)
Photographer: John Gripenholm (Sylvie)
Art Buyer: Ulrika Dalin (Lowe Brindfors)
Studio Assistent: Frida Thunholm (Lowe Brindfors)
Media placement: Shopfront Installations - In Store (Several Chain Stores) - 2 November 2011-Jan 2012
Media placement: Shopfront Posters - In Store (Several Chain Stores) - 2 November 2011-Jan 2012
Media placement: Instore Posters - In Store (Several Chain Stores) - 2 November 2011-Jan 2012
Media placement: Other Instore Material - In Store (Several Chain Stores) - 2 November 2011-Jan 2012
Media placement: Ads - Magazines - October 2011

Describe the brief from the client

Tiger Jeans is a Swedish jeans brand strongly associated with popular culture and music. From the start the brand have collaborated with a number of Swedish artists such as Mando Diao and The Hives and all campaigns have revolved around the world of music.
The brief was to make a campaign with a clear link to music, with high visual impact suitable for retail. The result was Tiger Jeans Denim Covers - a tribute to some of the most iconic record covers in history.

Describe the challenges and key objectives

One of the biggest challenges was to make our pictures so close to the original that you would immediately associate them to the original record cover, and at the same time make our own interpretation to make it feel new and fresh.
The objective was to make a campaign strongly associated with the world of music.

Describe how you arrived at the final design
We wanted the photography to be close to the originals. But in order to make the campaign more contemporary we did some changes in styling, gender and ethnicity of the models.
We trusted the impact of the photography and made all other design elements clean and desecrate.

Give some indication of how successful the outcome was in the market

The campagin objective was to sell more jeans at the Swedish clothing retailers JC and SOLO. The sales target were set high, based on a positive trend in previous years (during the same period and the same market support).

The first indication that the campaign would contribute to even stronger sales – was the great reception the idea received from staff and trade. The result surpassed the sales target by 120% and is the most effective campaign for Tiger Jeans ever.