MACKIE:
Repositioning one of Scotland’s oldest knitwear manufacturers for a global premium market.
MACKIE has played a formative part in the Ayrshire textile industry since 1845. Today the factory makes its own wholesale knitwear accessories, undertakes collaborations with retail brands, and designs for prestigious customers. This business model meant the MACKIE brand felt disparate. We helped consolidate, modernise and articulate its different parts. robertmackie.com
Project summary
Strategy
Design
Art-direction
Visual identity
Website
Print
POS
Approach
Targeting a fashion-aware end consumer, we simplified ‘Robert Mackie of Scotland’ to a confident MACKIE on the brand’s contemporary flagship label.
The product’s Scottish origins are a valuable selling point in MACKIE’s core international markets. A redrawn ‘Robert Mackie of Scotland’ label lends prestige to collaborations and traditional headwear.
MACKIE has an archive of charming provenance labels from the past century. Avoiding cliché, we re-interpreted their thistle motif as an elegant new craft mark: instantly recognisable, and still distinctly Scottish.
For MACKIE's retail customers, we wanted to demonstrate the product's re-sale potential, market appeal and value for spend to the end consumer.
Project team
Photography: Reuben Paris
Client comments
"We approached Freytag Anderson to modernise and refine the Robert Mackie brand, to reflect the direction of the company while remaining true to the established heritage and provenance. They have been instrumental in the rebrand of our business. We are very enthusiastic to be launching the new ambitious MACKIE brand. It’s a big change to our historic business... we are confident that we can drive this forward and watch the brand and company go from strength to strength."
Graeme Haddow
Managing Director, MACKIE