REGGIE LONDON SERVICES

IDENTITY DESIGN

MESSAGING

PRINT COLLATERAL

TRAVELLER PLUS PROMO FILM

Chester The diffusion range of Savile Row tailor Chester Barrie, sold in department stores such as John Lewis


Brief  Re-design the identity for a younger audience whilst strengthening its 'quintessentially British' positioning.

In a departure from the previous dog and crossbow logo in blue and white, Reggie London created the identity in Sackers Gothic with a sophisticated palette of taupe and black.

 

Crucially the strap line 'Savile Row since 1935' was added to flag the brands credentials and this also echoed with a simple needle motif emblematic of fine tailoring.

One of the first suits to be produced in the new branding was the Traveller Plus with its crease resistant, crumple free material. Reggie London created a promotional video and identity that touched on the romance of mid century travel and with swing tag that played on the theme of luxury air travel.

The Result  

When the new branding was rolled out into John Lewis, managers from the retail floor reported that the impact had been quite immediate with Chester now attracting a younger clientele who previously would have overlooked the brand.

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