Bespoke gentlemen’s tailor Gieves & Hawkes is promoting its refined image with a fresh identity and packaging, designed by London-based consultancy Small. Small, which was appointed in January following a credentials pitch, was tasked with bringing the tailor in line with other luxury retailers.
As part of the consultancy’s brief, the logo has been redrawn, with increased spacing and a new uniform height in an attempt to make it sharper and more elegant.
On packaging, it appears in gloss black on a dark navy blue background. It is to be applied to labels, swing tickets, shop fronts, bags and boxes.
The packaging has been given a ‘radical’ overhaul, with three ‘drivers’ for the design – brand experience, sustainability and cost.
Small partner David Hitner says, ‘The packaging has been around since the 1980s and was very outdated. Now it is more contemporary and environmentally friendly. We have sharpened up the logo to make it look more elegant and contemporary.’
Instead of using conventional bags, the consultancy has created box-like bags that reflect the client’s roots in construction tailoring. Gift boxes are closed with invisible magnets and covered in custom-embossed paper.
‘While our current collections are contemporary and relevant with an international appeal, we do not compromise on the quality, innovation, service and our commitment to the finest craftsmanship that have always been the hallmarks of the company. It is this positioning and status that the new identity, branding and packaging needed to express,’ says Gieves & Hawkes marketing director