We worked closely with Bündnertuch to define a concept rooted in the brand’s core value: authenticity. Rather than placing the product in a constructed environment, we developed an approach based on real context and lived experience. The decision was intentional. No models, no studio, no artificial narrative. Instead, we focused on individuals who already wear and represent the brand in their daily lives. A restaurateur and two craftsmen became the center of the story, not as subjects, but as true carriers of the brand’s character.