Evolution, not revolution, is often the name of the game for established luxury businesses. When you’ve spent decades building a reputation amongst a high-end clientele, the best outcomes come from building on brand equity thoughtfully and consistently.
So when our client, Ethan Todd Bespoke, determined they needed to enhance their perception online, we relied on our proven framework for evolving a luxury business with distinction and authenticity – all while making it clear that this was a new chapter in business’ history.
First, we determined the black and purple would remain core to their identity. The sophistication of black, along with the elegance and luxury of purple, communicated the business’ value proposition as naturally and effectively as any two colors on the planet.
So, we then began concepting with a number of colors within this existing primary palette. We quickly narrowed down the ideal new shade of purple.
Then, we began introducing third colors, in shades of off-white, to truly evolve the identity into new era. The ultimate shade of beige they chose creates a unique contrast point with the black, while creating a supportive throughline with their purple.
Next, we focused on font kit. Legibility, clarity – and consistency with the prior brand type – were top of mind. So, we recommended a strong, bold serif that instantly showcased the brand name whether someone was viewing it from behind a screen or in the lining of their suit jacket. Lastly, we introduced new elements of a threads, needles and a second type style for the word “bespoke” in their full logo – creating the contrast between the established nature of the brand ETHAN TODD, while also pulling it forward due to the nature of how they deliver their high-touch service.
The result? A modern evolution of an established luxury business that the client embraced wholeheartedly, and that connects with their clients immediately to move them closer to purchase.
See the full re-brand below.
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