Goat partnered with SUM. to position itself as the understated luxury cashmere range for the fashion cognoscenti, and has since developed into a full ready-to-wear collection. Signature luxury knits have been complemented by equally recognisable separates, dresses and outerwear.
We created a brand identity giving Goat a tone of voice that was simple and sophisticated. Goat clothing is created for real women, who multitask and who want to look and feel their best without fuss or ostentation. The identity reflected these values.
Packaging, brand books, films and an e commerce website were created. Our luxurious and unique approach speaks fluently and clearly across all touchpoints, from hangers to window decals and beyond.
Today Goat is found in more than fifty UK stockists, including Matches Fashion and from AW15 Saks Fifth Avenue. The first flagship store opened in 2014 on Conduit Street, Mayfair. It comes as no surprise that Goat’s discreet celebrity following epitomises the modern successful woman: hard working, at the top of her game, effortlessly stylish. Victoria Beckham, Lana del Rey, Gwyneth Paltrow and The Duchess of Cambridge are among the brand’s quiet celebrity clientele.
Strategy · Branding · Art Direction · Print · Digital · Packaging