MDS Denim Soul’s New Branding and Website Highlight Italian-Chinese Fusion and Denim Craftsmanship
Background
MDS Denim Soul, a subsidiary of the Madasheng Group, is a denim mill located in Foshan, China. The company blends Italian and Chinese cultural influences to create innovative denim fabrics that represent the future of the industry. MDS Denim Soul is known for its unique approach to denim manufacturing, combining traditional craftsmanship with modern aesthetics.
Project Description
MDS Denim Soul sought to highlight the cultural fusion at the heart of their brand while modernizing their visual identity and online presence. INQOVA developed a new brand identity that integrated traditional Chinese elements with vibrant Italian aesthetics. The logo features clean, geometric letters and a brushstroke-inspired 'M' to emphasize Chinese heritage and dyeing craftsmanship. The color palette of blue and orange reflects the brand's indigo roots and youthful spirit, while five secondary colors represent MDS’s core Souls: Inspiration, Impression, Tech, Dynamic, and Eco Soul.
We also developed a tag system with stickers to help customers easily identify the unique characteristics of each denim piece. The website design presents MDS Denim Soul’s uniqueness and modernity with a fresh, clean look, featuring a carousel layout on the homepage and smooth transitions between pages.
To visually document the brand's story, we traveled to Foshan City, China, to capture the factory life, founder, indigo master, and dyeing processes. These campaign photos were extensively used on the website and in brochures, dynamically showcasing the fabrics and consistently reflecting the brand's colors and cultural heritage.
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