DamNation refers to the film made by the outerwear brand Patagonia. It is an original documentary about the impact of the biggest manmade dam across the US. More labels do it these days. Amongst others the Italian fashion label Gucci, international skincare brand Dove and Irish stout manufacturer Guinness’. DamNation is about celebrating a brand ideology and narratives that bond consumers to the heart of the brand. Research by American internet corporation Yahoo! and global ad agency BBDO revealed that 57% of consumers want to know about the history of a brand. This means that designs that respect the soul of the brand can count on more attention. DamNation takes colors with a historic value but translates them to today. One example is the English green of the Mini Cooper and Jaguar. But also blue of Delftware and the Prussian Cobalt. DamNation encourages companies to choose a color palette with an historic value
