When grit, passion, purpose and unprecedented innovation collide, the result is a brand that transcends its modern womenswear competitors. Inspired by her maker roots and rural upbringing, founder and designer Tessa Clark pays homage to her ceramicist mother and miller father through Grind and Glaze, a luxury womenswear brand that's effortlessly sophisticated.
Single Compelling Thought: Can brands leverage a given style of writing to authentically convey their story and weave components of their personality in to the execution in a more engaging way?
Strategy: Merge a poetic, romantic style of writing with Grind and Glaze's edgy, gritty, avant-garde style to craft compelling copy that brings its innate identity to life.
– Draft three unique stories that encompass the context of the brand. Push each story apart by focusing on the elements of the brand that make it so admirably distinct: The inspiration, the upbringing, and the ode to sustainable + ethical fashion.
– Use the selected narrative to inspire copy to be included in the brand’s Kickstarter video.
– Extract the energy of the brand and the copy to assign names to colors and product styles.
All photos you see here were pulled from Grind and Glaze's website + Instagram account.
The vernacular I wrote for Grind & Glaze was featured in the Kickstarter video below.
We honed in on the heart of Grind and Glaze to bring the same caliber of personality to the colors and styles of each piece.
L to R:
Woods Coat in Carbon / Turbine Bodysuit in Porcelain / Cog Skirt in Carbon / Millstone Skirt in Porcelain / Bridge Top in Flour / Gallery Pant in Black Walnut
Millrace Dress in Moonlight / Miller Pant in Clay
Graphics by Grind & Glaze. Copy derived from content I wrote.