Moving Brands ties up brand identity for Norton & Sons

Norton & Sons, a 185-year-old tailor located on London’s Savile Row, is rebranding with a new identity created by Moving Brands, in a bid to attract a younger clientele.

Moving Brands will reconsider the retailer’s brand positioning with a view to developing a more updated, impactful visual identity, which taps into Norton’s history as one of the oldest tailors on Savile Row.

The existing identity has a classical feel, but the new brand will feature a different variation of typography. The identity will be applied to the shop’s facia, stationery, packaging and promotional material and is expected to launch next month. Moving Brands was appointed in February.

‘We want to take a deep look at Norton & Sons’ heritage and bring it to the forefront of its brand narrative. We want to attract a much younger audience by taking on a fresh, creative approach,’ says Ben Wolstenholme (pictured), creative founder at Moving Brands.

Norton & Sons was established in 1821 by the English tailor Walter Grant Norton. The current shop is located on 16 Savile Row, London. Previously, Moving Brands has worked with fashion retailers Paul Smith and Givenchy.

Gentlemen’s sportswear and accessories retailer Kent & Curwen is launching its flagship store with a design by Softroom in September (DW 1 June).