The Morgan Motor Company is an iconic British brand.  They have been hand crafting these wonderful cars from their Malvern based factory since 1909.  They currently produce 850 cars each year and there is a permanent waiting list.  All Morgan cars are completely bespoke.  Each vehicle is completely unique and assembled by hand working around the owner’s precise specification.  Taking this bespoke element, Morgan approached Modus to work on a rather unusual project.

What we did

Due to the fact that each motor car is uniquely assembled, Morgan wanted to produce a photo book for the owners.  Each book is very high spec with beautiful and individual pictures that tell the story of that individual car being built.  It was our job to work with the book publishers to work out a way for each book to be bound in the same leather used for the interior of the car and embossed with the Morgan logo on the front cover.  So it was a research project on behalf of Morgan.


How it worked

There is a choice of 30 different colours for the interior leather of a Morgan.  We wanted to find a way that these could be individualised for book covers, and this is a very specialist area.  There are only a handful of UK based suppliers that can handle such a project and they need to have the same handcrafted ethos to be able to produce the bound book in precisely the way that Morgan want to present it to the owner. 

We did locate a supplier in the North east who were very helpful and supplied a couple of prototypes.  The leather had to be thin enough to form a cover but thick enough to emboss.  Once we had located the specialist we were able to put together some examples for Morgan’s consideration and the project is still ongoing.

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