#GOODTOBEBAD Playbook

Editorial Design · Copywriting

Regular Animal designs #GOODTOBEBAD, an interactive book that tells the story of Carolina Herrera’s brand from its launch in 1981 to the present.

The book is an homage to the fashion brand’s signature style created by fashion designer Carolina Herrera and now spearheaded by its creative director, Wes Gordon. In 2021, Gordon was honored with the Couture Council Award for Artistry of Fashion by the Museum at FIT.

#GOODTOBEBAD is filled with the inherent alegría de vivir, with which Carolina Herrera makes a mark on her time, dressing it in a contemporary refinement with extravagant details and dramatic silhouettes in unexpected materials and colors. Often inspired by her Venezuelan origins and New York, the capital that has seen the birth and growth of the brand, Carolina Herrera helps establish the city of cities as a fashion hub while disseminating its elegance and cosmopolitan spirit throughout the world. Artisanal skill, savoir-faire, and excellence culminate in Carolina Herrera’s timeless pieces combining attention to detail and the highest quality materials with New York pragmatism.

With this book, our creative agency celebrates a collection of references that Carolina Herrera reinterprets and refreshes season after season. Stripes, tulle, floral prints, polka dots, the bow, the shirt dress, jasmine as the queen of flowers, the quintessential evening dresses, the use of the color red, and the already iconic white shirt intricately weave themselves into the house’s DNA, becoming iconic markers for the brand.

The brand’s atelier has a special place in the book, as Carolina Herrera is one of the few American fashion houses with an in-house atelier. The best tailors, pattern designers, and embroiderers follow an haute-couture approach to create four prêt-à-porter collections and two bridal collections every year.

The refined couture spirit of the atelier, located in New York City, soaks every aspect of the brand, from fashion, through accessories and fragrances. Investing in artisanal creation and the most exquisite materials, Carolina Herrera’s masterpieces marry its design hallmarks with unrivaled craftsmanship.

#GOODTOBEBAD was conceived as an educational book and contains a series of games that help engage the reader’s attention and imagination. The book design, understated and elegant throughout, employs a suite of two typefaces, Minion Pro and Gotham, and one handmade lettering.

Minion Pro Regular, inspired by classical, old style typefaces of the late Renaissance, a period of elegant, beautiful, and highly readable type designs, matches perfectly with Gotham Book, a font that celebrates the attractive and unassuming city lettering. New York is teeming with such typefaces, handmade sans serifs that share a common underlying structure, an engineer’s idea of “basic lettering” that transcends both the characteristics of their materials and the mannerisms of their makers. They combine elegance and New York style. The suite is finished with a handmade lettering exclusively designed for the book.

Concept, design, and copywriting for #GOODTOBEBAD Playbook
Concept, design, and copywriting for #GOODTOBEBAD Playbook
Concept, design, and copywriting for #GOODTOBEBAD Playbook
Concept, design, and copywriting services for #GOODTOBEBAD Playbook
Concept, design, and copywriting for #GOODTOBEBAD Playbook
Concept, design, and copywriting for #GOODTOBEBAD Playbook