Bhs Trait mens casual wear clothing brand identity for Bhs by Paul Cartwright Branding. 

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.

Bhs Trait in-store view of mens casual wear clothing brand identity for Bhs by Paul Cartwright Branding

Designs for in-store free-standing bust-form displays and column fixturing were also considered.

Sketch concepts for in-store graphics for TRAIT menswear - designed by Paul Cartwright Branding.

Bhs Trait Menswear clothing brand identity design by Paul Cartwright Branding.Bhs Trait menswear identity designed by Paul Cartwright Branding.  Bhs Trait menswear garment branding design by Paul Cartwright Branding.

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