Abimato
Real hierlooms live forever.
Challenge
Abimato was sold one living room at a time. A rack arrived at the client’s house, she tried the coats on, and the sale happened with the fur in her hands. The coats are mink and fox made decades ago and reformed into contemporary silhouettes, and the stock grew this way from a few pieces to 25 or 30. Then orders began arriving from Mexico City and Guadalajara, from clients who would never touch the fur before paying for it. The rest of the market sold fur by the season, and five of the seven sellers we mapped led with the price. Abimato needed a brand that could carry the trust of that living room to a stranger in another city.
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Strategy
We mapped seven local competitors by price and perception, wrote four buyer profiles, and studied how Vestiaire Collective, Yves Salomon and Fendi handle pieces meant to outlast their first owner. Fur in Monterrey is usually worn to be noticed. The buyers Abimato wanted most were after something quieter: a piece nobody else owns, and a few things that are all exceptional. Luxury looks upward, and the woman who buys the loudest fox is watching the one who doesn’t need to, so the brand speaks to the second woman. One word needed handling. In Mexico, vintage suggests a lower price, so the coats became archive furs, reformed.
Approach
The brand hangs on one line, Real Heirlooms Live Forever, and on the promise behind it: crafted decades ago, reformed today, through mastery that time cannot replicate. We mapped the purchase in four stages, from the first time she sees a coat to the years she keeps it, and gave each stage something to hold. The certificate of authenticity arrives in a red envelope. A personalized monogram tab carries her name and the date. Hang tags and an interior neck label finish the coat, and a sliding box opens like a drawer. A communication manual keeps every caption and WhatsApp message in one voice. A one-day shoot in San Pedro, with three models against a curved green wall and a gold door, gave the brand its pictures. The fitting still happens at home, and now it ends with the same box a client in Guadalajara opens.
Visual System
The wordmark began as PP Playground, a calligraphic script. We redrew its ligatures until the name read like a signature, then added contemporary serif details and a designation of origin. The beige comes from the paper itself, taken from the stock proposed for the stationery, and it leads every application, with ruby red held to a fifth. PP Playground sets the headlines, Linden Hill the body copy, and Eric Machat in uppercase handles labels and small print. Two seals extend the name. The Lifetime Seal is an emblem built around the wordmark, and the Provenance Label borrows the long frame of an archive tag, so even the graphics read as provenance.
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