Paul Cartwright Branding was commissioned to develop the fashion brand identity for a new men’s casual clothing brand for Bhs.
NAMING PROJECT
The new menswear brand called ‘TRAIT’ was initially a naming and packaging project, but was extended to consider the application at in-store level on the strength of the work created at that stage.
The brand name ‘TRAIT’ reflects a more contemporary offer of casual wear clothing, using silhouettes and positive, descriptive adjectives to project an attitude of ‘you are what you wear’.
THE LOGO
The logo has a stencil-type feel and is generally featured vertically allowing it to be used to maximum effect on the narrow architectural columns and in-store fixturing.
The ‘you are what you wear’ concept is further extended through the use of large scale silhouettes graphics containing repeating positive and confirming adjectives with an overall strap line of ‘Define Yourself’.
IN-STORE GRAPHICS
The concept work for this fashion brand identity considers how the brand can be used at shop floor level with high-level graphics and proposals for projected logos and pinned off die-cut graphics.
PRODUCT BRANDING
Product branding has also been considered with the brand being developed to work across swing tickets, woven garment labels and two-piece die-cut swing tickets.
The 40 piece clothing collection’s clean lines and muted palette is targeted at a younger, more fashion conscious audience and rolls out across all 180 stores during 2008.
We’ve written two articles on the use of woven labels, cuff riders and other such product branding items which create a successful fashion brand identity; a men’s formalwear version can be found here and a men’s and women’s casual wear here.
