The house received a message from Antwerp this week and we're glad we opened it.

FCKLCK Studio is an Antwerp-based branding studio founded by James Kruger. The name stands for exactly what you think it does. The studio's founding belief is that you make your own luck and their first physical product is built entirely around that conviction.

The Anti Charm is a charm bracelet where each of the six letters F-C-K-L-C-K was designed by a different typographer from around the world, each working independently with no knowledge of what the others were making. 

One letter, one designer, complete creative freedom over the letterform. 

The letters came back, were cast from moulds by jewellers in Antwerp, and assembled into a single object available as a bracelet, a necklace or individual charms in sterling silver, gold-plated silver or solid 14k gold.

The campaign is where the house really stopped. Willem Volker, the photographer and director behind it, was given the same creative freedom as the typographers. He built a narrative around a cult that has lost the charm and gone searching for it, shot entirely at a 400-year-old farm monastery. The visual world he created sits somewhere between medieval folklore and contemporary art direction and arrives without a single word of explanation. 

That confidence is earned.

What the house keeps coming back to is how consistently the same principle runs through every layer of this project. 

Give the brief away. Trust what comes back. It produced six distinct letterforms that work as a single object. It produced a campaign that feels like nothing else in the jewellery space right now. And it produced a first product from a branding studio that says more about how they think than any brand work they've ever made for someone else.

The house thinks Antwerp has been doing some of the most interesting creative work around. FCKLCK is part of that story.

Shot of the good stuff.