Naadam

Naadam is an ethical Direct-To-Consumer fashion brand specializing in responsibly sourcing the finest cashmere in the world. When we met Naadam they had an amazing product and a compelling vision for their supply chain. We partnered with them to define their brand story and identity.

With elevated essentials sourced from the finest fibers on earth, delivered on fair terms, Naadam offers luxury for a closer knit world. While most brands pull the wool over their customers’ eyes, every Naadam garment affirms the undeniable link between the herders who harvest its fleece & the global audience that wears it. Our product creative direction reflects this commitment to quality and ethics, by platforming an essential palette and subtle, but substantial product branding.

Naadam’s collateral features weighty debossing on substantial materials worthy of its product quality. Iridescent black foil-stamping alludes to the motorcycles used by Mongolia’s nomadic herders, while linen book cloth sharpens the presentation for its fashionable audience. Messaging during unboxing tells the brand story, while highlighting the care needed to optimize the life of the product.

We sought a balance between the Mongolian Steppe and the modern, architectural setting where our customers live. Delicate shadows of window frames crawl along the garments, alluding to the movement of the sun. The subtle use of wind brings the outside in. The models’ eye-lines suggest an infinite landscape and horizon beyond frame.  

The Naadam website was designed to highlight what ties place, product, source and fiber together. We developed a ‘herded’ type treatment for headlines inspired by the hircus goats of the Mongolian steppe. We used full bleed images to immerse the viewer within the brand’s infinite landscape, informing our conscious customers about cashmere, Naadam’s supply chain, its sustainable business practices and inspiring story. 

Naadam’s advertising celebrates the connection between the herders that harvest its fleece and customers who wear it by juxtaposing inspired photography of these Mongolian herders and the urban nomads modeling its products. All for a closer knit world.