AW18 Campaign Launch "It's in the fabric at Coes"



Our brief was to create a campaign which celebrated 90 years of Coes being forward facing and embracing change, while still maintaining their core values.

Retail is evolving faster than ever and Coes’ customers expectations are high which is why this campaign is about more than promoting a retail space, it’s about highlighting the experience and customer satisfaction. Coes focus remains the same throughout everything they do whether it is in-store or online, they are progressive and evolving to keep up with the demands of their customers.

Coes is a family business. Their core values have been copied successfully across 4 stores Ipswich, Felixstowe, Maldon and Lowestoft and website. Their 'building blocks' decides what they are, but not who they are. All Coes shops are unique and have their own personality. Coes values remain, woven into the fabric of who they are.

Our campaign for AW18 takes the concept of DNA and how it is interwoven to form the building blocks of Coes. In our case the 4 bases are: Service. Quality. Style. Selection. Graphically we have created a unique strand design for each of these and used them to create intricate patterns and structure (The loops also look like fabric when looped together). A 4-way colour palette works with the building blocks and this colourful pattern is used to create a strong identity across all their communication platforms; The Journal, Marketing, Display, Adverting and Internet. 

It’s in the fabric at Coes to care about and appreciate good quality + style. Rewarding their loyal customers is important to their promise. With this in mind, they have curated and commissioned exclusive garments to celebrate 90 years in collaboration with carefully selected quality suppliers and makers; Santinelli Blazer, Oscar of Sweden Shirt, Sunwill Trousers and Barker Shoes and Belt.

The photoshoot took place at Orwell Park School on the River Orwell.The school was the perfect backdrop providing multiple locations and grand spaces. The location was chosen specifically for its outlook at sunset and the opportunity to capture that golden light on the riverside. British Summer wasn’t too kind to us but when the rain cleared the light was fantastic. A massive thank you to all our models (Coes customers) who participated in the shoot and special thanks to Yogi the Labrador. Thank you to the Coes team who were in charge of styling and outfit changes (not easy across a far-reaching location shoot). Thank you to Rococo Hair & Beauty for being on hand in the rain. Thank you to our nephew Jake who was in charge of umbrellas and our portable Sunshine reflector. We're delighted with the results. The photography feels authentic and evocative of an Autumn Suffolk landscape.Our studio photoshoot focussed on the 90 years collaboration where we captured the details, quality and style of the ‘Exclusively for Coes’ collection.

Client: Coes
Creative Agency: WHAT associates
Photography: WHAT associates
Models: Verity, Ryan, Miles, Frankie and Tom (and Yogi the Labrador)
Hair and Make up: Roccoco
Location: Orwell Country Park School

Coes Pattern_ 90 Years Logo_Set 1_2.jpg