Bonds
As Worn By Us
Bonds
As Worn By Us
Over the past decade, Bonds have focused on promoting its individual products. But this approach puts the brand in a vulnerable position during a cost of living crisis; a time when people discard brands they don’t feel emotionally attached to. Instead, we had to remind Australians why they loved Bonds. After all, the brand is unique in that it is worn throughout our entire lives and holds strong appeal across all demographics. We had to make people aware that while many things divide us as a nation, we are all united by Bonds
We created 'As worn by us’, a new brand platform that eschewed fashion models and instead asked everyday Australians to showcase their Bonds apparel. We then travelled the country, photographing 100 portraits of people aged from every year of life from 0 to 100. We then developed a design system that further enhanced this authenticity. We chose an editorial approach, reclaiming the classic Bonds typeface and iconic black and white look and combined it with the idiosyncrasies of our cast's signatures.
