The Tabby is Coach's heritage seventies shoulder bag, reissued as a modern icon. Soft pillowed leather, brass hardware, the Coach turnlock as its quiet signature. Born in 1973, reborn for a new generation.
Coach India's brief was to lead with the Tabby as the launch hero. Pink as the colour story. India as the new market. Our job was to turn the bag into the brand moment.
Yellow built the campaign end to end. Hero film, art direction, in-store visual system, social cut-downs, OOH, digital banners and product photography. One visual language across every surface the Tabby would land on.
The launch pillar. Pillow Tabby 26 in Coach's soft pink, shot to lead with shape rather than slogan. Heritage held in the present tense, art-directed as the single object the whole season could gather around.
The Tabby carried across sizes and tones. The Shoulder for everyday, the Pillow 18 as the mini. One system of framing, lighting and colour so the whole range read as a single, considered launch rather than a set of separate products.
Alongside the pink story, the heritage neutrals. Cream for the archive, black for the quiet everyday. The turnlock stays the signature throughout, so every colourway feels unmistakably Coach and unmistakably part of one launch.
The Tabby has always known what it is. Our job was to put it in front of India without asking it to explain itself.
Pink, held softly. Heritage, in the present tense. Shape leading, everywhere the bag would land.