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.
