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CBR Fashion Group is a fashion company that is synonymous with modern and stylish fashion in casual woman clothing. Each year, the company is sending christmas cards to their business partners and clients. The cards are meant to show appreciation, warm wishes as well as the high quality approach of the company and fashion reference.
CBR’s corporate design is very reduced and straightforward, allowing only three colours for use: black, white and green. The challenge was to express the desired warmth and appreciation whilst sticking to the company’s rather pure and cool style at the same time. Thus, the paper is made of 100% cotton, which brings softness to the card and is a reference to the company’s textile background. The card has been printed by using letter press technique, which also creates a pleasing haptic experience. As a symbol for the night of Nativity, a sheperd, herding a sheep has been chosen. The sheep is lasercut, affixed to the card and wrapped in real wool by handcraft – again, referring to the company’s textile background and bringing tactile quality to the card. Instead of a crook, the sheperd holds a crochet hook. The text picks up the subject of woll and warmth, wishing Merry Christmas and a „cosy“ New Year on the cover and mentioning „Warmest Wishes“ on the inside.
In the three preceding years, a similar graphic approach has been made, to create a series. The recipients of the christmas card appreciate this fact as well as the lavish arrangement. The design, the materials being used – like the cotton paper and real wool – and the warm, cordial approach and tonality have generated overwhelmingly positive feedback. The recipients felt appreciated, being sent such an elaborate card.