A turn-key brand for the world’s biggest jeans producer

Voqee is a denim concept targeting the growing Chinese market, and the task was to define a brand expression with a European edge, but that would appeal to the Asian consumer.


Nordic cool meets Asian heat. European and Asian models were combined to express the fusion of these cultures into the denim concept.


The project included developing the visual language for the brand, through the photographic manner, the retail concept, in-store communication, sales material and lookbook.



Turkey-based ISKO is the world’s largest producer of denim, weaving more than 250 million meters of fabric annually. As a way of expanding their business further, and to facilitate for department stores that need a private label jeans brand in their range – but that lack the competences and resources to create a strong brand on their own – they came up with the idea of creating a complete “turn-key” jeans brand, with a name, graphic identity, styles, accessories, store concept, photography, PoS materials and a website. 

While the logotype was previously designed, The Studio was commissioned for the development of the look and feel for the brand, art direction of photography, in-store communication, and a look book as well as other print pieces. The brand was targeting the growing Chinese market, and the challenge was to define a tonality in imagery and the overall feel that the target group could identify with, while being aspirational with a European edge. For that purpose, both European and Asian models were combined to communicate the fusion between these cultures.

Photographer: Philip Messmann
Stylist: Christopher Insulander

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