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Shoe grease as lip balm

growth in revenues

“Tangent GC’s ambition in organic product development is out of this world”
David Samuelsson,

The problem

The shoe and garment care market is dominated by a handful of international brands providing a set of equivalent products. This combined with rapid developments in fashion provided a dark vision for the garment and accessory industry. Especially for the consumers getting less for less without enough insight into where developments were heading. So came the wave of craftsmanship and the opportunity it brought to TangentGC and its founder David Samuelsson.

Our ambition

David founded TangentGC with the ambition “to provide a superior range of garment care products, not emanating from the chemical industry or flung off conveyor belts, but products that will naturally and effectively give your garments a long life”. Our ambition was to design an identity and packaging line to convey the wonderful ambition set by David and his partners.

Our process

We partnered with TangentGC to design a visual identity and packaging line to communicate the ambition set by founder David Samuelsson. We continued with a product-naming strategy and a co-branded product line together with fashion house Filippa K.

The result

The brand is an international success with street cred at the level of a fashion house. The co-branded product line with Filippa K has generated spin-offs, most recently a collaboration with fashion house A.S.P. The brand has also launched a successful Pop-Up Store at Le Bon Marché in Paris.