PERFECTLY CURATED

Bailey is an Australian start-up business created by respected homeware retailer and stylist, Kirsten Bailey Traditionally luxury products are associated with long-established, family-founded European brands. Australia is not a country with a reputation or credentials in this sector. Bailey’s brand collateral must convincingly position the company as worldly and established, a producer of the highest quality products.

Because of the quality of materials used and the craftsmanship involved, each item in Bailey’s collections represents a considerable investment. Like Chanel or Montblanc, we created a brandmark that is essentially symmetrical. The debut brochure had to convincingly position the company as worldly and established, a producer of the highest quality products. This brand is about the feel and experience of fine fabrics and beautiful textures. To truly communicate these messages we thought carefully about paper stocks and embellishments. Countless considered subtleties have been applied to ensure the brochure is as beautiful to the touch as it is to the eye. Open stitch binding softly delineates sections; pages fall open naturally at each collection. A fabric tag fixed into the spine references the product and creates a further point of difference for this printed piece. Bailey is a world populated by artisans, craftspeople and connoisseurs. This is reflected in the photography, design and storytelling applied throughout.

Sales meetings were secured with 100% of the architects and designers who received this brochure. Bailey recouped start-up costs within two months’ of launch.