We were approached by bespoke London tailors Cad & the Dandy to overhaul their positioning and create a new brand presence. They differ from the average tailor in the fact that they create unique, one-off suits that encapsulate the personality of the owner by using personalised linings and custom-printed fabrics. Our aim was to capture this ethos while still maintaining the essence of craft and tradition within the trade.

Our solution was based around 'the first stitch'. This was symbolised within the brand marque and represents the beginning of the process of a bespoke suit. This was reinforced by the line 'Others dress to live, I live to dress', positioning the brand's unique attributes. We also created a blog with its own identity called 'The Fold' that sat in conjunction to the main website, yet stood on its own as a resource on modern-day tailoring. Other outcomes considered were promotional material, the shop exterior and a lookbook.