Vestige Apparel
Brand Evolution
↳ Challenge
Evolve the existing brand by defining clear visual and brand values that align with Vestige's ideal customer.
Summary
Unimpressed and uninspired by the dull, low-quality men's clothing available on the market, the founders of VESTIGE embarked on a mission to create a t-shirt so exceptional that it would always be at the top of your drawer pile. By focusing on graphics inspired by history and influenced by modern art, VESTIGE offers a collection of visually striking t-shirts, sweatshirts, and bags that are both high-quality and comfortable.
After a few successful years in the retail space, the brand decided to transition to direct-to-consumer (DTC) sales. They sought assistance in refining their brand, evaluating what was working and what wasn't, and precisely identifying their target customers.
I aided them in strategically positioning Vestige for the modern consumer, resulting in a 400% increase in profits and expansion into new market segments.
Role
Positioning
Strategy
Brand + Identity Design
Voice
Cross platform Implementation
Internal and External Collateral
Internal Alignment
FB Marketing
The Vestige Brand
After a series of meetings with the founders, Mark and Kyle, I developed a brand ethos that embodies their beliefs and aspirations for their products.
In one sentence
Vestige is a fashion brand that offers modern, minimal, and thoughtful design for men.
The form of the Vestige logotype is inspired by the brand's unique association with modern art. The Brandmark and Wordmark together create the Vestige Signature.
The Signature is the most important element of the Vestige product and brand identity, and it should be used consistently in all branded communication. The Vestige Signature should never be modified, tilted, distorted, or manipulated in any way.
The Signature has a modular architecture and can be used in various ways, as specified on the following pages.
ETHOS
Our ethos is based on modern art, specifically minimalist graphic prints that embody creativity with a touch of style.
We draw inspiration from our travels around the world, by following emerging artists, and by attending exhibitions.
These experiences are then transformed into unique graphic prints, which are created in-house at our design studio.
With this approach, we elevate practical clothing into statement pieces that leave a strong impression.
Brand Applications
We designed hang tags, reciept envelopes, labels, trims and business collateral.
Typography
Palette
↳ Vestige uses a modular color palette that’s derived from Vestige collections / seasons.
Voice
The Vestige Voice serves as the intentional and consistent representation of the brand through its choice of words and prose styles. It embodies the brand's personality, guided by the following principles:
TONE
LANGUAGE
PERSONA
PURPOSE
The Vestige Voice speaks with a sense of curation and authority, combined with a constant curiosity about the world. It is sophisticated and respected, making it a source of inspiration, reference, and trend advice. By using wit and simplicity, the Vestige Voice effectively engages, informs, and provokes, all while maintaining honesty and avoiding pretentiousness.
Photography + Campaign
↳ Clean minimal imagery that plays with light and shadow.
OOH
