ANOTHERCOMPANY for TENUE DE NÎMES
A tentative side project since 2003, Anothercompany was officially launched by Joachim Baan in 2007. The simplicity of the name is an open challenge to look beyond the slick façade of creative agencies, focusing attention on the company’s clients and the work it produces for them. While the work is far from anonymous, the emphasis is clearly on the content. There is an aesthetic continuity throughout the visual language that moves between art, fashion, photography and graphic design. “I believe that without pleasure you can’t run a proper business. Our business is pleasure, our pleasure is business,” says Baan. This commitment and passion is evident in the enormous enthusiasm with which he embraces each project.
Baan is clear about the importance of narrative in his work. “The most important thing in our work is to tell stories.” His process starts with thorough research to build an understanding of the client and consumer. The details are then rearranged into original forms, colours and type to compose the new message.
Anothercompany was established in Utrecht before relocating to the creative hub of Amsterdam. Self-educated and highly motivated, Baan is inspired by “simplicity, creativity and detailing”. This philosophy is a direct parallel with the label Tenue de Nîmes. An homage to the geographical origin of denim in southern Provence, the historical reference is important in understanding this relatively new brand. “The complete idea was formed around this name. To take something at its very roots and transform it into something new, something now, without losing the heritage.” Primarily a boutique, Tenue de Nîmes also offer their own hand-made private label dedicated to high-quality daily wear. Pursuing the modern classic, Tenue de Nîmes occupy the crossroads between contemporary style and traditional craftsmanship.
Baan worked on the project for ten months prior to its launch at the end of 2008, and has been integral to the development of the company. Although he was initially commissioned as an independent art director, his dedication and engagement with the brand became so vital that he was invited to join Tenue de Nîmes as a partner. This level of appreciation rewards his hard work and acknowledges that his contribution to the brand goes beyond the development of the logo. “I want to work with my clients, rather than for them, to really understand each other and build something together. But it is more important to work in a team with other creatives, to share ideas, sketches, knowledge.” Baan has found this with Tenue de Nîmes, and is relishing the exchange of experience and ideas to create something bigger than the sum of the parts.
There is an integrity to raw denim that has been directly translated into the branding. “It is all about history and telling the story in an honest and complete way. In every single aspect of its communication we wanted to implement the concept of denim; a very strong and long-lasting fabric, which evolved into the best and most used basic material in fashion, without losing its ‘fashion’. The indigo, the tactility, the quality and the craftsmanship.” But more than denim alone, raw materials like cotton, wool and silk form the foundation of Tenue de Nîmes. Clearly inspired by this heritage, Baan created a logo that positions the brand firmly within a modern context.
Baan is not limited to printed matter, and has moved into the retail space to reinforce the brand. Even during construction he took the opportunity to put a stencil of the logo in the window. Aware that any overtly commercial gesture could alienate Tenue de Nîmes’ target audience, who are looking to reinforce their individuality, Baan employs sophisticated details embodied with a personal touch to build a subtle message and atmosphere of consistency for Tenue de Nîmes. For a new brand looking to become established, the authenticity in this approach is extremely valuable in the long term.
The progressive nature of fashion represents a unique challenge and opportunity for Baan. “We find fashion an interesting industry because it is fast, almost fluid and always forward-thinking. More than any other industry it is about creating a perfect world.” The aesthetic clarity of Anothercompany is equally aspirational and a perfect match for such requirements.
While the debut issue N°0 was only available digitally, the success of Journal de Nîmes justified its launch into a quarterly duotone newspaper. With an oversized format of 30 x 42cm (11¼ x 16½in), the publication explores the aesthetic world of Tenue de Nîmes. Like the brand, denim is the primary focus, yet related products and accessories are featured as well. The magazine allows in-depth analysis of the heritage and projected future of denim.
Relevant to the materiality and hardwearing qualities of denim, this special heavyweight cotton bag reinforces the brand values outside the retail environment. Attention to detail is shown by the notably shorter handles to provide more balanced proportions.
The historically heavy-duty fabric of denim has been transformed into a contemporary wardrobe staple. This is supported by a modern yet classic logo that is applied across a range of print collateral. In particular, the hand-stamped envelopes strike a perfect balance between the old and the new. Also featured are business cards, a mirrored invitation, a delivery note and swing tags.