Project X Dundee
X Marks the Spot
Project X Dundee crafts luxurious, custom-tailored storm jackets, but that’s just where the journey begins. Upon completion, the coats are securely buried in remote regions of the Scottish Highlands for the buyer’s collection. Founded by London-based photographer and menswear shop owner Oli Pilcher, Project X Dundee was born of a desire to bridge fashion, adventure, nature, and function. Creating the identity for Project X Dundee presented a unique opportunity to play with the public’s lack of familiarity with the bespoke product and novel concept. Progressively uncovering the brand via minimal site and social details mimics the experience of seeking out the premium product—and experiencing the once-in-a-lifetime journey that follows.
The identity posed a unique challenge of balancing mystery with customized service.
We had to lead with minimalism while ensuring that customers understood the level of respect, planning, and quality embedded across the experience.
Upon ordering, the customer attends a personal fitting in their city before the product is constructed in Scotland and buried in the Highlands. The customer is then sent coordinates and invited to begin the journey to uncover it.