PROJECT: Paul Cartwright Branding was commissioned to develop the identity of a new, own-brand for Bhs. 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 casualwear clothing, using silhouettes and positive, descriptive adjectives to project an attitude of ‘you are what you wear’. The 40 piece collection’s clean lines and muted palette is targeted at a younger more fashion conscious audience and rolled out across all 180 stores during 2008.