CREW CLOTHING COMPANY
"We are awash in a sea of faded denim."
THE ORGANISING IDEA
"Making it easy for our customers to look their best every day."
Brand positioning, Brand values, Brand architecture, Brand Guidelines, Logo and visual identity, Design system, Marketing collateral, Copywriting, Store design (3D & 2D), In store collateral and communications, Photography.
Crew Clothing were facing a crisis. Their turf was increasingly being encroached upon by the likes of Boden and Joules who were seen as more modern, stylish and better value for money. Whistlejacket were engaged to put Crew back in fighting shape.
We interviewed staff across the company and got back in touch with the founder. He told us that his original vision for the company was “to create British version of Ralph Lauren”.
Using this as inspiration, we created a new Purpose for Crew –
“We make it easy for our customers to present the best version of themselves”
We redesigned the Crew identity, creating new brand guidelines. We created customer archetypes for product designers. We devised new retail store concepts (for High Street, Mall and Outlet). We created a brand book for staff to help them understand the new direction. For the store environment we created a new suite of visual merchandising solutions and point of sale items, as well as redesigning labels and bags. And we updated all communications so that the brand could be ‘True Crew’ inside and out.