Construct + Frette

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The real value of our work is evident in its life after launch….


Founded in 1860, Frette quickly became a byword for refined linens and home furnishings, original designs and fine jacquard. Frette linens have featured everywhere from the altar of St Peter’s Basilica to the dining car of the Orient Express, and more than 500 European noble dynasties have slept beneath Frette sheets. Our task was to evaluate its heritage, potential and appeal, and to define a brand and communications strategy to deliver the success and awareness this brand’s heritage and potential deserved.

Working with Change Capital Partners and the Frette management team, our first task was to define the brand and strategy, to reposition Frette for a contemporary audience, many of whom were unaware of the brand’s heritage, quality and reputation. After much analysis, we defined the framework for the strategic focus of the brand. Layered onto this framework, we created category-defining communications tools to demystify selection. Creating the concept of the four ‘Fs’ — Fibre, Finish, Feel and Frette — the final quality standard required of the finest linens in the world.










Finally as we began to design store fascias, packaging and communications, we were able to bring these elements together to create a powerful, dynamic palette of colour, logotype, patterns, textures and iconic details. As with every successful heritage rebrand, the new identity appears to have always belonged to Frette, to have grown out of its past and into its future, far exceeding a static corporate interpretation of a brand which deserves a much higher level of sophistication.



Bringing the story up to date for 2020 the brand has extended beyond the expected touchpoints; floating on film, travelling in trams and on two wheels, framing the famous and finely
embroidered on the worlds finest linens.


160 years of Frette











Frette

Construct + The Cultivist

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We love it when clients come back for more!

Construct created the original Cultivist membership communications and packaging with particular emphasis on the curation of unusual materials and formats.

The Cultivist, the world’s only global arts club offering uniquely privileged access to every aspect of the art world, appointed Construct to create a new Chinese Brand identity, launch materials for the club's expansion into Asia and partnership with Modern Media. The Cultivist launched their Shanghai office last year with an updated membership pack created by long term creative collaborators Construct.

The membership pack builds on the concept of exploration and engagement established with Construct's original membership pack to surprise, delight and engage The Cultivist's global audience.






As this dynamic and inclusive new force in the art world goes from strength to strength, it’s exciting to see the membership grow and the brand flourish.

Art unlocks life, The Cultivist unlocks art.





"Our members often comment on our packaging in a positive way.
Construct has been a wonderful partner in translating our brand to high-end,
well executed and tactile experiences."


– Marlies Verhoeven, CEO & Co-Founder


A warm thank you to
Daisy Peat
Marlies Verhoeven
The Cultivist

With credit to
Gavin Turk
Kaws
Katharina Cibulka
Julie Mehretu