MCKNGBRD is a Los Angeles based accessories brand. The brand bridges the gap between fast and slow, hand and machine, personal tech and luxury fashion. The brand's premium cases are design­ed to be 'refined enough for the board­room, yet rugged enough for an after­noon hike'.

We have been working with MCKNGBRD since 2014, when the company was founded. Our initial project for the brand encompassed naming and the design of the visual identity, including a range of printed pieces. We have also designed and develop­ed MCKNGBRD’s website.

Lundgren+Lindqvist have art directed a series of photo­shoots, both encompassing the product image­ry for the webshop and campaign focused images. Working in close collabo­ration with photo­graphers Carl Oliver Ander and Erik Gustafsson, who both move seam­lessly between the worlds of art and commerce, we have care­fully crafted a visual tonality and narrative for the brand.

For the product imagery, we aimed to emphasise the adaptability of the products by superimposing them on large format printed image backgrounds. The image backgrounds were all shot by Ander on numerous locations around Europe and in the US. Much like the Mockingbird's ability to mimic the sounds of its environment, making it one of nature's most skilled adopters, the images create a tromp l'œil, where it is sometimes hard to distinguish between 2D and 3D. The campaign images expands on this idea, with their multiple layers of images mixed with standing and hanging physical objects, creating a theatre-like set for the products.

Additional campaign imagery was shot by Erik Gustafsson, who employed his signature snapshot style and made a visual diary of a day and night with the cases. To amplify the distinction between the two types images, these were all shot on film, leaving physical discrepancies and applying only very moderate editing in post-production. Gustafsson also documented the process of making the product images.

We work continuously with MCKNGBRD as they enter new markets and as their product catalogue keeps growing.


  • Art Direction: Lundgren+Lindqvist
  • Photography (product images): Carl Ander
  • Photography (behind the scenes): Erik Gustafsson
  • Post-production: Carl Ander
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