Today

Future
Positioning

Development
Strategy

New
Identity

Conclusion
Design
Collaborations

The Book

The Event

Classic Embroidery of Linge au Coeur Today

A Step Towards the Contemporary

Linge au Curs Desired Evolution

PROBLEM

Existing client base is too

conventional and stylistically
traditional.

OBJECTIVE

To change the perception of the limits of embroidery,

and inspire clients and their decorators to embrace more
creative, contemporary possibilities.

STRATEGY

Develop a limited edition line of

contemporary embroidery to expand
Linge au Curs pre-existing designs.

THE STRATEGIC FLOW

NEW IDENTITY

VISUAL IDENTITY

A simple visual identity which Linge au Cur

can use to label the Cur collection.

THE IDEA BEHIND THE NEW IDENTITY

Play with the of the name = convey Frenchness.

Idea of transition from one state to another.
Remain rooted and connect with the past.

NOT A REVOLUTION OF THE BRAND

RATHER, AN EVOLUTION OF THE BRAND

WITH INFINITE POSSIBILITIES

MAURICE

THE REASON FOR A NEW LINE

The Cur Collection will allow Linge au Cur to grow with its clientele and
provide an alternative, more modern line of embroidery to keep the brand
current while staying true to its savoir-faire roots.

The Takashi Iwasaki private collection

The Futura private collection

The Hella Jonghrius private collection

Collaborate with modern artists to

design contemporary embroidery
Create the modern
patterns with your in
house designer

Hire or partner with

new designers from
design schools like
Parsons to consult
and design modern
embroideries

Sabatina Leccia Painted Embroidery

French Artist
Embroidery and Paint on Fabric

Maricor Maricar
Painting with Thread
All the Good Things
Paulette Magazine Cover
Flag

Peruvian Designer Ana Teresa Barboza

Suspension, Volver a Mirar

THE BOOK

The Book will serve as a tangible and digital communication

tool to showcase both the contemporary and classic lines
in an artisanal, inspiring manner to potential clients.

VISUAL LANGUAGE OF THE BOOK

Artistic layout

Architectural layout

Collage layout

Texture based layout

LINGE AU CUR PRESENTS

Cur de Mtier
An intimate evening with The Cur Collection

The Cur Collection Event

A night of elegance, history, and celebration of savoirfaire

An intimate cocktail evening for Linge au Curs high end designers, decorators,
and clients to experience The Cur Collection for the first time while overlooking
the Jardin du Palais Royal.

Formal unveiling of The Book accompanied by a personalized gift and digital copy given to each guest.

THE JOURNEY OF THE BOOK

The Book will be able to become a focus of the store, travel to
galleries, be part of exhibitions, and truly become a part of the
larger story of French Savoir-Faire and embroidery.

CONCLUSION
The Cur Collection opens Linge au Coeur to a new contemporary
audience. The Book serves as a tangible and digital communication tool
which showcases the classic and now contemporary aspects of the brand
inspiring potential clients.
Cur de Mtier is the official launch of the Cur Collection, engaging a
growing customer base through a social interaction and a series of
artisanal gifts.

The proposed strategy changes the perception of the limits of

embroidery and inspires clients and decorators to embrace the more
creative, contemporary possibilities of Linge au Cur.