SAMUEL NICHØLAS is a London-based menswear label established in 2019 by brothers Samuel & Nicholas. The brothers knew what they loved, minimal Scandinavian fashion, but they were struggling to set the right tone for their brand. With so many minimal fashion brands doing the rounds on the Instagram screens of London's 'cool-kids', introducing a Scandinavian-inspired brand that stood out in a UK market was a challenge for SAMUEL NICHØLAS. Our collaborative workshops with SAMUEL NICHØLAS enabled us to reveal a clear territory to position the brand, pushing the brand forward to introduce a unique style that set them apart. Unfound's creative revealed the 'effortlessness' vibe that Scandinavian style is renowned for, and through art direction, ruffled the identity with an attitude that elevated the overall brand tone. Super-charging stylised brand tone.