Playing it cool.
Tom Tailor brand and collection relaunch 2014
TOM TAILOR is one of the most well-known German lifestyle brands in the world. The brand is available in more than 360 stores and at about 7,900 additional sales points in 35 countries. In times of intense competition and increasingly demanding target groups, the TOM TAILOR brand needed to be repositioned textually and visually to underpin its optimum market position in the long term. MUTABOR was contracted to develop a new brand strategy and brand identity for TOM TAILOR, both of which were vital in preparing the brand for the future.
Inspired by American culture, TOM TAILOR’s new positioning was defined as “New Urban Player”, while its revamped brand slogan reads “Life is a game. Play it. Be confident. Dress in style”. These two mantras formed the basis for all subsequent measures.
By working closely with the TOM TAILOR design department, we were able to transfer the new positioning to product strategy. To this end, the TOM TAILOR collection was divided into three fashion worlds which simultaneously represent the new brand values: Urban – Fashion – Gear. Moreover, MUTABOR was responsible for all matters pertaining to branding, labeling, packaging and trade fair communication.
The visuals for the new TOM TAILOR brand concept integrate historical brand values and modern elements of style. For example, the year of establishment, 1962, was made an integral part of the brand presence. The well-known and well-established “Oval T” logo was stripped down for a simpler, higher quality and lighter feel and statement. Additionally, the new TOM TAILOR brand incorporates the “TT” stripes to set a new color accent that places an attention-grabbing pink next to a classic blue for a dynamic statement of contrast. The restyled image supports the new playful, confident and cool brand position in an urban environment. Four fonts work together to create a powerful image which is typically based on a typographic mix to underscore and highlight the brand’s versatility.
The TOM TAILOR rebranding was presented for the first time at leading fashion fair “Bread and Butter” in Berlin from January 14th to 16th, 2014. Both the new collection and the fresh brand design resonated positively with the industry professionals present. The new brand presence will be implemented across TOM TAILOR advertising and retail outlets as of August 2014.
- DITTEL | ARCHITEKTEN GmbH
- Freibauten GmbH
- Bernd Westphal