Graphical House’s sub-brand for Todd & Duncan balances heritage with a fresh progressive voice

Glasgow-based branding studio Graphical House have continued their long-term collaboration with internationally acclaimed cashmere brand Todd & Duncan; developing an original yet integrable brand for their ‘1867’ accessories collection that effortlessly sits alongside their established identity. “The decision to maintain the new accessories collection within the overall Todd & Duncan brand was really based on the pre-existing reputation,” Founder and Creative Director Daniel Ibbotson tells us. “Todd & Duncan are known worldwide for the quality of their cashmere yarn,” he explains, “and even though the pre-existing brand was very much B2B, we felt there was enough awareness for that heritage and provenance,” noting the importance of the latter in the new collection’s success with consumers. Led by the ‘Living Heritage’ maxim, the team sought a comprehensive exploration of the identity – spread across digital spaces – such as the e-commerce website, as well as printed materials and packaging. Both typographically and photographically subverting the timid convention associated with cashmere clothing brands.