In today’s world, there is a resurgent trend towards traditional and wholesome values. People want to know the face behind a brand and feel a sense of community. The concept for The Haberdasher evolved from this longing. The Haberdasher is the men's work & casual fashion boutique that offers old-fashioned service. Its essence challenges the slick design, pretentious vibes and unwelcoming character of other fine apparel shops.
It was imperative that the brand essence evolved from the company’s core values; “The Haberdasher is a men’s fashion boutique that values traditional service. Friendly, approachable, and with an attention to detail We make sure the clothing fits your body and personal style. As a customer, you become part of a group of individuals who care about mens grooming.”
The name, Haberdasher (a dealer in men’s clothing) was a large part of the inspiration for the branding of the store. It evokes a feeling of charm and welcomes you back to a place in time when everything was tailored to fit.
The word itself embodies the essence of traditional service, which the store would like to be recognized for. The use of this ‘old fashioned’ word meant the visual portion of the mark had to represent the contemporary half of the store.
Nurturing tradition and fueling inspiration, the brand revealed itself naturally. The mark elegantly portrays a symbiotic relationship between tradition and community; a simple reverse silhouette of a man in a top-hat (tradition) hidden within a classic monogram (community). Together they emphasize the focus on the customer. The monogram style mark also helps identify a target demographic - customers who care about mens grooming. A Contemporary design and a clean typeface, inspired by 1920’s architecture, complete The Haberdasher’s identity.
Inspired by classic print methods, a conscious decision was made to focus on type treatments rather than imagery for all collateral. Working with a black and white color treatment allowed for bold typesetting. Picking up on cues from traditional print media (such as old Wanted posters & store signs) and modern fashion spreads, a wonderful collection of type was created. Mixing modernity & tradition helps bring a welcoming feeling to all design pieces.