I picked up this catalogue in House of Fraser back in Leeds before coming home, purely intrigued by the cover as to what it could be selling and who could be using such a beautifully understated piece of design as promotion.
Turns out it was for fashion label Mimco. The cover is a beautiful embossed matte white piece of stock, feels beautiful and is quite sensory with the embossed wing which lures you into running your fingers over it as well as the was the embossing creates light and shadow without any change in the colour of ink or stock. I think this really emphasises how simplicity can be so key to creating an intriguing piece of marketing; bold colours may work sometimes, but equally the use of no colour here has created the same effect. Creating this tactile experience for the consumer creates a bit more of a personal approach and the ability to make people become consumed into your brand without realising it.
Sadly some of the central pages don't quite live up with the beautiful simplicity of the cover but some of the paper craftsmanship in the photographs are amazing. The detail and flawlessness is spectacular considering paper is such a fragile medium. I particularly like the recurring image of the wings.
You can visit Mimco's website here:
http://www.mimco.com.au/
The cover:
Some inside spreads:
Loving this as I do all of your blogs :)
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