Building a Timeless Brand

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From a Good DTC Brand to a Great Brand.

Launched in 2014, M. Gemi is a direct-to-consumer brand creating Italian handcrafted leather goods. Most well known for The Monday Drop, introducing new limited edition styles every Monday.

King & Partners was assigned to completely re-think the positioning, visual identity, content and UX of M. Gemi.


M.Gemi needed a vision to distinguish them from other direct to consumer brands. We created a new brand identity to communicate character, luxury, and longevity.

Art Direction

Our goal was to create content full of rich color and texture to reflect the modern Italian identity.

We created content for launch whilst helping the brand build their studio, selecting equipment, and delivering specific guidelines to M.Gemi for continuing content production in-house.


We designed an entirely new digital experience for M.Gemi.

We created editorial moments amid the product to continuously tell a story and make an emotional connection.

The new M. Gemi – grazie mille!