Chic Wisdom: What CHANEL can teach us about timeless design
Chic Wisdom
by RICHARD HUNT
That's why we were captivated by the incredible showcase at the V&A, featuring the iconic work of Gabrielle Chanel. For us, it's not merely about fashion; it's a wellspring of inspiration with invaluable lessons for brands aspiring to achieve that elusive iconic longevity — a task that is challenging at its very best.
Coco Chanel’s design philosophy was rooted in comfort, simplicity, and wearability. However, what truly set her creations apart was her relentless pursuit of perfection. This is what elevated each piece above the fleeting waves of trends. The unmistakable allure of The Little Black Dress, the perpetual charm of the Chanel Suit, and the enduring design of Chanel No.5 that has remained relatively unchanged since its first incarnation in the 1920s, all lie in their seamless blend of classic elegance and modern sensibilities.
This fusion of tradition and innovation hit home when we teamed up with Segura Viudas, an 800-year-old wine brand looking to remain relevant in the modern world. Reviving such a venerable brand was like opening a historical treasure chest, prompting us to dive deep into its rich heritage where we unearthed enduring truths that gave birth to the creative idea of “Respecting the Roots.” This became the beating heart of all brand communications, resulting in a redesign that artfully weaves medieval history with contemporary aesthetics.
We began by carefully examining and rebuilding every aspect of the brand, uncovering its core essence of craftsmanship. Every detail, from the embossing on metal lids to a new wordmark that includes the tagline "Craftsman in Paper & Paint," amplifies this idea. Today, Farrow & Ball stands firmly established as a premium mainstream entity, commanding recognition on an international scale.
Timelessness, as showcased by Chanel’s brilliance, Segura Viudas’ rebirth, and Farrow & Ball’s transformation, demands staying true to one’s essence while embracing the spirit of reimagination. In a world where businesses are under constant pressure to evolve, striking the right balance between unwavering dedication to authenticity and the relentless pursuit of excellence is the key to achieving impactful, meaningful, and enduring success.
