Anson Calder

Anson Calder is a premium leather goods brand known for its minimalist design and exceptional craftsmanship. Founded by Curtis Calder, the brand was inspired by his need for functional yet stylish accessories during business travel. Anson Calder’s product line includes wallets, bags, and other accessories made from full-grain French calfskin leather and high-performance materials.

During the 2010s, the number of U.S. millionaires grew from 5.2 million in 2010 to 11 million by 2020, contributing to the expansion of the premium fashion and accessories market. Brands like Michael Kors and Coach capitalized on this growth by offering affordable luxury. Anson Calder, recognizing the need to elevate its brand, partnered with COLLINS to refine its premium cues and compete more effectively in this evolving market.

The goals were to:

• Increase brand differentiation
• Target a more affluent market
• Enhance brand perception and long-term value
• Expand price elasticity

We worked with Anson Calder to enhance their brand story and expand the perception of luxury. Our four-part plan focused on the following:

1. Elevate Product Quality and CraftsmanshipWe emphasized the brand’s meticulous attention to detail, premium materials, and superior construction. Anson Calder’s use of full-grain French calfskin, known for its durability, and performance materials, such as microfiber lining, set the brand apart in terms of quality and longevity.
2. Refine Brand Aesthetics and Visual IdentityWe helped streamline Anson Calder’s modern, functional, and elegant aesthetic across packaging, website design, and marketing, reinforcing the brand’s premium status.
3. Leverage Storytelling and HeritageStrong narratives build premium brands. We helped Anson Calder integrate stories about their values and craftsmanship into their marketing to create a stronger emotional connection with consumers.
4. Sustainability and Ethical PracticesWe highlighted Anson Calder’s commitment to ethical sourcing and sustainability. By using responsibly sourced leather and designing long-lasting products, the brand emphasized its alignment with modern consumer values focused on sustainability.

This comprehensive approach successfully elevated Anson Calder’s brand perception, positioning it for future growth in the premium market.