The words behind a man’s image

Try describing a painting in words, and you realize you need a whole new vocabulary and an approach that is very different from describing, say, a high-tech hearing device. Now, try describing a brand-new collection of clothing in a way that makes a person want to wear it. Where do you begin – and how do you make your prose real and appealing?

This was the challenge Matinique faced when it decided to split its men’s apparel collections into two labels: BLUE for city casual attire, and BLACK for its formal, city smart clothing, shoes and accessories. The motivation for the change was to make style easier for Matinique men, who aim to dress well in both scenarios.

The designs, fabrics, and visual concepts were in place, but Matinique needed to express the essence of each label in a communications platform that would serve as the foundation for all marketing materials. And the company turned to Eye for Image to “translate” the concept and images into words.

There are two sides to every man. Describe them.
The new communications platform or, as Matinique affectionately called it, “The Bible,” had an important task: expanding the brand in a new direction and making a clear distinction between the BLUE and BLACK labels. All while staying true to the Matinique image.

We knew roughly what the final piece would look like (we’d worked on Matinique’s first communications platform a few years ago). It would be a sleek brochure with photography and prose defining the Matinique vision, the Matinique man, the style and the attitude.

But what would The Bible say?

Getting to the essence of The Bible
At Matinique, we poured over mood boards and explored samples of the textures, accessories, and details that would define the collections – giving us a solid grasp of Matinique’s ambitions for the two labels.

We then looked at the latest fashion trends and competitor messages. What were Matinique’s competitors saying? How is Matinique’s positioning unique? And, most importantly, how can you make it personal for the man in the shop?

The BLACK and BLUE labels are based on men's real fashion needs - so poetry and vague phrasing wouldn't work. To breathe life and realism into the writing, we talked to the Matinique men we knew. We asked them how they choose their outfits, how they spend their weekends, and how they want their clothes to help them feel. And we got some surprisingly specific answers – which, for example, is why The Bible includes a description of the sound a business shoe makes when it hits the meeting room floor.

We also found out that when it comes to casual wear, what matters is street credibility, fitting in at the hottest venue or the trendy corner café, and never looking like you’re trying too hard.  Formal wear, on the other hand, should convey sophistication, elegance, and a sense of being in control. “From the office to the five-star,” the man wearing BLACK wants to be formal without being stuffy.

With Matinique’s own detailed write-ups on the BLACK and BLUE label identities, our collection of real men’s points of view, and the collection images in front of us, The Bible seemed to write itself.

So, did we “get” the Matinique man?
We thoroughly enjoyed the creative process from start to finish – and Matinique was pleased with the result. According to Marketing Manager Tanja Krag, we “really understood what it all is about.” And it was so much fun to do, we’re hoping that Matinique will introduce a YELLOW label for beachwear (or anything else, really) to give us an opportunity to do this again.