Repositioning

Richard James of Savile Row is one of the most contemporary and cutting edge of the Row’s tailors. When they commissioned us to rebrand their Mayfair diffusion line, it was a pleasure to not only work with them, but to also immerse ourselves in the heritage and atmosphere of one of our favourite areas of London. We researched the history of Savile Row and photographed the architectural features and textures that give the area it's distinct air of sophistication and gravitas, finally concentrating on the weathered golden Portland stone frontage of the Richard James flagship on Savile Row as the core brand concept. We photographed each of the metre square blocks in detail and these studies made up a series of different branded marques. We then refreshed their existing logo-type and debossed this into the stone images in white, adding brightly coloured string to the swing and tie tags to give it a contemporary, modern edge. This combination of Portland stone and ‘chiselled’ classical typography formed the visual language of the labels, swing tags and the packaging of their accessories range; when the customer purchases a Mayfair item they are made to feel like they are taking home a piece of Savile Row itself.
Brand identity, concept, art direction, design and print liaison. Photography by Peter Guenzel.

Related project
Design - Richard James Savile Row