A project to shift the perception of Gieves & Hawkes Tailors from an old-fashioned suit company to an international luxury menswear brand with a British accent.
New Gieves & Hawkes is a celebration of over 250 years of bespoke tailoring craftsmanship which complements a contemporary creative vision - engaging a younger, fashionable audience and existing traditional customers.
The new identity is an interpretation of insignia from the Gieves & Hawkes archives. It has been designed to work as a modular system whereby elements can be added above and below the logotype to identify each tailoring service.
A suite of logos and detailed seasonal marketing toolkits were developed for each tailoring service for the UK, China, and global distributors. The GH monogram became shorthand for new Gieves & Hawkes - providing an effective method of branding applications managed across the world.
The digital and store customer experiences were both re-engineered to deliver the new crafted and contemporary Gieves & Hawkes brand across all customer touchpoints.
Seasonal campaign videos and advertising were all iconic executions of the new branding. Collection colour themes were woven into campaign marketing to create a tonal aesthetic.
Brand events were very carefully curated affairs that cemented Gieves & Hawkes as a serious player on the menswear scene, generating exceptional levels of press attention and awareness.
Work nominated for best brand re-launch at the British Luxury Brand Awards and best digital brand re-launch at the Drapers’ Digital Awards.
"Adam brings creativity, efficiency, and added value to everything. He clearly understands the client's objectives and makes excellent suggestions to enhance design projects."
JASON BASMAJIAN CHIEF CREATIVE OFFICER GIEVES & HAWKES, CERRUTI 1881