Telling a Heritage Story: Joe & Co

Telling a heritage story

Great brands are rarely built on products alone.

The strongest brands are built on people, values, and stories. For heritage businesses in particular, those stories often become their greatest asset.

In June 2024, UNDERFOUND Studio was commissioned by Joe & Co, a British heritage brand, to produce a mini documentary alongside a refreshed lookbook campaign that would showcase the latest collection while communicating the character and craftsmanship behind the business.

More than displaying products

The project was designed to achieve more than simply displaying products.

The objective was to create a deeper connection between the audience and the brand by highlighting the story, passion, and expertise that sits behind every piece produced by Joe & Co. Through a combination of documentary filmmaking and lifestyle photography, we set out to capture both the products themselves and the values that define the company.

Documentary-first approach

Our approach began by understanding the heritage of the brand and the people behind it.

Rather than relying solely on traditional promotional messaging, we focused on uncovering the story that customers rarely get to see. The documentary was built around authenticity, providing an insight into the philosophy, craftsmanship, and attention to detail that have shaped Joe & Co''s reputation.

The filmmaking style reflected this approach.

Natural conversations, considered pacing, and an honest visual language allowed the story to unfold organically. The aim was not to create a commercial disguised as a documentary, but a genuine piece of storytelling that would help audiences better understand the people and principles behind the brand.

“The aim was not to create a commercial disguised as a documentary, but a genuine piece of storytelling.”

A refreshed lookbook

Alongside the documentary production, we created a new lookbook designed to showcase the latest product range in a way that felt both premium and approachable.

The photography focused on texture, detail, fit, and craftsmanship, balancing product-focused imagery with lifestyle content that demonstrated how the collection sits within everyday life. Careful attention was paid to lighting, composition, and styling to ensure the final imagery reflected the timeless character of the brand while remaining relevant to a modern audience.

Together, the documentary and lookbook created a cohesive visual identity that could be used across multiple touchpoints, from websites and social media to marketing campaigns and wholesale presentations.

Storytelling and product, together

The project demonstrates the value of combining storytelling with product presentation.

While the photography provided customers with a clear view of the collection, the documentary added context, personality, and meaning. The two formats worked together to create a richer brand experience, helping audiences understand not only what Joe & Co creates, but why it matters.

For UNDERFOUND Studio, the project was an opportunity to apply our documentary-first approach within a retail and heritage setting, proving that effective brand communication is often at its most powerful when it focuses on people, purpose, and authenticity.

The result was a collection of content that celebrated the craftsmanship of Joe & Co, strengthened the connection between brand and audience, and provided a valuable library of assets to support future growth.