Goal

Develop a name for the business that separates it from the competition and figures into a memorable social media campaign. Then, create a logo concept that appeals to the sophisticated sartorialist and yet also welcomes the man who might be venturing into the world of tailored menswear for the first time. 

Solution

This project is an answer to a simple question: How does a man want to be perceived? 

All men want to be worthy of consideration; to be regarded as experts and authorities in their fields. We want to be taken seriously. We want the opportunity to direct and advise — to lead, and to be worthy of our followers. As we achieve these ends, we become established

These were the primary threads of the initial client conversations, and these needs inspired the company name. "Established" reflects both the feeling a man wants to create in his colleagues and how he wants to feel about himself: he knows that his confidence influences every outcome. The company name also created the opportunity for a unique advertising campaign designed to showcase the inherent value of every man. 

"Sartorial" was added to clarify the service offerings. But the wordmark, by itself, carried a touch of unnecessary bravado. The client wasn't interested in serving just the cookie-cutter handsome men found in most menswear advertising — he wanted to consciously appeal to every type of man. The addition of a dapper, monocled mascot assures potential customers that every bear can look his best. 

A color palette was chosen from a methodology of menswear: conservative clothes belied by just a touch of bold color. Grey and navy shades are accompanied by bright pink, with a pair of khaki trousers packed away just in case. The colors have been used to create herringbones and plaids for use in packaging.

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