the mills

 

find your thread in hong kong’s techstyle story.

when nan fung textile company first started weaving in the 1950s, cloth was the most important raw material. in today’s globalised fashion industry, the finished garment is one element in the complex, high-tech pursuit of making fashion. talent and creativity are the commodities in demand: talent for ideas, design and reaching consumers through brand and story. drawing on over half a century in the industry, the mills, a groundbreaking project from the nan fung group, recognises that today talent is the raw material that matters. it must be nurtured and developed in the same way that cotton must be woven into fine cloth. to that end, the mills, in the same building it has worked in for the past 50 years, provides aspiring designers, entrepreneurs, and fashion technologists with the tools, the know-how and the space to make a truly modern, global fashion business, through collaborations with other institutions, exhibitions, mentorship programs with skilled artisans and a cutting-edge fabrication lab. 

these are the mills of the 21st century.

Identity

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financial times

“shape your knowledge” was a yearlong integrated campaign directed at educating key media buyers and media planners throughout asia pacific.

the objective was to drive awareness and educate media buyers on identifying the financial time’s readership and profiles. a seamless campaign was created by sending a bonsai tree to key media buyers with an online media kit showcasing newsfeed, widgets on readership profiles and case studies on the financial times. to recapture their attention, a care package was sent 6 months later to convey the bonsai’s relation to the brand’s trust, integrity and wisdom.

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Direct Mailing

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Advertising

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Digital

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cartier

for their 2012 winter jewelry collection cartier came with the challenge to write and create a “catalogue film” based on already existing footage of a baby panther. the film/campaign also had to be activated in social media.
in order to be able to create the story we used cgi to “glue” together the real footage.
we then took each and every frame of the movie and created special hand made, numbered and stamped cartier winter tale cards. we released a number of these winter tale cards for each of the days remaining to christmas and invited people to look for them on the site. if you found one you could claim it on the site and have it sent to you.

Advertising

 

Digital

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Direct mailing

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philips

since the production of old school incandescent light bulbs has been banned and substituted by longer lasting lights, such as led light, philips (the biggest producer of old school bulbs in the world) has been forced to reposition its business and brand to focus on interior and light design.
as the concept of light design is virtually non-existent in people’s minds, we not only needed to establish philips as the leader globally, but also establish the actual concept of light design. we needed to educate, inspire and entertain people about light design.
“the light show” was created as philip’s long-term ambition to establish themselves as the biggest, most useful and inspirational hub for light design on the internet. the platform is stuffed with loads of different content that is both entertaining and useful. the content is also used to activate the campaign all over the internet. below are some examples. for more, please go to the light show or the light show youtube channel.

Advertising

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twangoo

within the notoriously competitive marketplace of e-commerce, substance created twangoo’s identity from the birth of the brand and now recognised as the only mass- affluence group buying experience online, offering “the best deal in town” focused on quality, irresistable prices and first-class service. since substance was appointed as twangoo’s marketing agency, we have generated an amplitude of traffic and sales growth through elaborate marketing campaigns.

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ddb

every month at ddb, a lunch & learn seminar is introduced to engage industry professionals by inviting an acclaimed figure from the design industry to inspire and influence.
to capture a perspective lecturer we sent a direct mailer with a brain and an apron, characterising the speaker to be a master chef of a ceremony. attendees were sent an edm invitation of a cookbook devoted to the speaker featuring captivating gastronomic meats and ingredients. the books are then stored with a video of the speech located in a library of master chefs.

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yonge piggies

yonge piggies (pronounced “young”, and then “piggies”) brings authentic canadian street meat to hong kong.

with a quality product and a quirky name, we set out to create a lively brand that would capture a witty spin on the street meat concept. the brand is a nod to the retro-style diners of the 50s and 60s, with a modern spin. each hotdog on the menu became a character in the story of yonge piggies. from jalapeno, the spicy hotdog, to beef, the cowboy, we created charismatic pig characters for each unique flavor.

highlighted with trimmings of aluminium, retro red leather details and pinup girls covering the walls, the interior space is designed to combine the friendly atmosphere of an american neighbourhood diner with the in-your-face energy of a contemporary eatery.

branding: substance limited
interior: substance limited in collaboration with nc design & architecture ltd

view the site

Identity

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Packaging

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Interior

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Digital

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Advertising

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absolut machines

building on the heritage absolut vodka has within art, absolut machines explored what it would be like if machines were creative just like us. dan paluska and jeff lieberman from mit, and the swedish tech and design team teenage engineering were invited to each build one creative machine. the results were absolut quartet and absolut choir. the creative machines were located in an exhibition space in stockholm and in a gallery space in new york. respectively. both were developed with sophisticated artificial intelligence which made them able to interpret and be inspired by people’s input and then play their own interpretations back. for the first time ever, website visitors were able to not only interact with real physical machines through the use of their web browsers, but actually to collaborate with them.

its sincere intention to be an art project, rather than an ad campaign, in conjunction with rigorous pr strategies, resulted in massive following and exposure online and offline and generated discussions among both professionals and amateurs. in the end the total amount of impressions summed up to more than 220.000.000.

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Advertising

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house of dancing water

former creative director of le cirque du soleil, franco dragone brought to asia the world’s grandest aqua-acrobatic stage show, at a net budget of us$250 million. substance worked closely with the renowned creator of “o” and “le reve” to give birth to the house of dancing water’s identity: a universal story unfolds as free-flowing human form, dancing with the curves of calligraphic brushstrokes along the surface of our shared life-source – water.

Branding

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shanghai tang

an ad campaign and catalogue for shanghai tang 2010/2011 collection, the fauna and flora of gift showcases the power and impact of rich imagery at its best. the hardcover catalogue is designed as a coffee book displaying a camouflage of jewelry against the biological diversity in chinese woodlands. an exotic kingdom of plants were photographed to portray the marriage of asian greenery and the finest accessories of shanghai tang’s heritage.

Advertising

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