KnollTextiles approached The Moderns to curate a visual brand identity to accompany the iconic brand’s new luxury-fabric division, Knoll Luxe, which rolled out in March 2008. Knoll Luxe is a new line of fine textiles inspired by the minimalist style of Florence Knoll, which combines classic modernism with a fashion-forward point of view. The Moderns’ goal was to refine the definition of Luxe, delivering a comprehensive brand strategy to position Knoll Luxe in the high-end contract and residential textile markets. This resulted in an entirely new visual identity, including brand naming, brand mark and tag line; brand architecture, creative art direction and printed marketing collateral. Thinking inside (and outside) of the box, The Moderns sculpted and engineered an exclusive textile box as a centerpiece of the brand’s merchandising, which captures the modernist touch of the luxury collection. Knoll Luxe maintains a separate identity through graphics and unique marketing materials, including tickets, sample folders and brochures printed on FSC-certified recycled paper, with mainly low-impact inks. The sample box is made from upcyclable 100% acrylic that Knoll will take back at the end of use. Five hundred of these exclusive textile boxes now live in the studios of leading architects and designers. Samples are made from cut waste and a reclamation program for unused samples has been introduced.