Neri Karra is a family run, luxury leather goods brand, crafting high quality bags and accessories.

With a rich history and heritage, I was keen to pay homage to the family’s unique story, drawing on the childhood memories of the company’s founder – Neri. I rooted the brand’s identity in the vivid sights and sounds of Neri’s childhood in rural Bulgaria where her family lived before becoming refugees and fleeing to Turkey. A colour palette was developed, evoking the happy memories and nature of her hometown – Asenovgrad, Bulgaria,  A story-telling brief as much as a brand development one, all of the brand’s touch-points reflected their unique story and told it with sensitivity. 

A brand book of logo usage, colour palette and visual assets was created as well as brand inspiration to bring the identity to life. I wrote much of their storytelling copy and oversaw the design development of their website. I liaised with their in-house teams; their metal accessories department to recreate the logo in metal for application to their bags, their fabric designers to design the linings, and their printers to roll out the packaging designs, signage and business cards. I created a series of social media posts to highlight key-messages to their many followers and developed a social-media schedule for the brand. I also supported the client through their (successful) application to become both a B-Corp and a Positive Luxury brand, designing supporting documents and helping craft their application copy.