A seamless connection between brand and voice.

■From a wandering identity to an illuminating craft woven into the fabric of the company. The expertise of the Belgian fashion brand Xandres has been transferred by word of mouth since their start in 1927, when they were still called ‘Andries & Co’. As a result, their story has evolved over many years and is linked to a few essential individuals. But how do you ensure that the brand’s essence and character are also correctly conveyed everywhere and by everyone? Well, by diving deep into the brand and by capturing their DNA in a brand book and guidelines. This strategic plunge also ensured a more future-proof and distinctive positioning compared to their competitors.

Always be in the moment

“Wherever you are or whatever occasion may present itself, you will feel entirely in sync. You are an elegant presence that perfectly suits every moment. Fuelling your personality and supporting your lifestyle with fits that unfold your timeless class.”

Labelling a unique ability

The concept of strong women sits at the top of the drawer. So as a recognised and well-loved women’s fashion brand, we just couldn’t label what they do as ‘craftsmanship’. Therefore, we tweaked the term and created a more empowering word: craftswomanship.

“In a world of impersonal fast fashion, women are looking for a beacon of trust and reliability.”