Nutters Relaunch 2020 - Creative Strategy Manual

ARE YOU A NUTTER? SHANNON PURDY 26023047

WEARENUTTERS.COM

@WEARENUTTERS #BEANUTTER

NUTTERS WAS ALWAYS KNOWN AS BEING THE TAILORS THAT BROUGHT MENSWEAR TO THE NEXT LEVEL. IT WAS REBELLIOUS AND INNOVATIVE, HENCE TOMMY’S NICKNAME AS ‘THE REBEL ON THE ROW’. THIS IS SOMETHING THAT WE WANTED TO CARRY FORWARD. WHY WOULD YOU NOT EMBRACE INNOVATION? WE WANT TO CELEBRATE BEING UNIQUE, BECAUSE THAT’S EXACTLY WHAT OUR CONSUMERS ARE.

but who am I to talk?

WHAT’S NEW?

THE RELAUNCH OF NUTTERS WILL SEE MENSWEAR DESIGNER GRACE WALES BONNER TAKE OVER AS CREATIVE DIRECTOR, GIVING THE REBELLIOUS NAME AN INJECTION OF FLAMBOYANT YOUTH. THE DISCUSSION IS ONE CARRIED ON FROM HER PREVIOUS COLLECTIONS BUT NON-THE-LESS, ONE THAT STILL NEEDS TO BE HAD. EXPLORATION OF THE BLACK MALE IDENTITY WILL BE THE COMMON THREAD, WITH INSPIRATION GATHERED FROM THE CONGOLESE FASHION KINGS; THE SAPEURS.

INNoVATE INNoVATE INNoVATE INNoVATE INNoVATE

INNoVATE INNoVATE INNoVATE INNoVATE INNoVATE

BRAND ESSENCE FUN REBELLIOUS DARING FORWARD-THINKING GENUINE INNOVATIVE

N A JE L E H C I M T A I U BASQ

collaboration

A COLLABORATION WITH WORLD RENOWNED AMERICAN ARTIST JEAN-MICHEL BASQUIAT WILL PROVIDE NUTTERS WITH YOUTH AND EXCITEMENT LIKE NEVER BEFORE. GARMENTS AND THEIR PACKAGING WILL BE ADORNED WITH HIS WORKS AND STORE INSTALLATIONS WILL HIGHLIGHT HIS EXTRAORDINARY TALENT.

repositioning map

NUTTERS INNOVATIVE APPROACH TO LIFE PLACES THE BRAND AT THE TOP OF THE MARKET. STEERING AWAY FROM THE TRADITIONAL WAYS OF HISTORIC BRANDS SUCH AS GIEVES & HAWKES AND HUNTSMAN. ALEXANDER MCQUEEN PROVIDES A LUXURY SERVICE AS WELL AS UNIQUE PIECES AND A HEFTY PRICE TAG, MAKING THEM OUR TOP COMPETITOR.

where we go

re are oing?

AFRICA

IS ONE OF THE FASTEST GROWING EMERGING MARKETS. TOGETHER WITH ASIA PACIFIC, LATIN AMERICA AND THE MIDDLE EAST, THEY ARE EXPECTED TO MAKE UP 25 PERCENT OF THE LUXURY MARKET BY 2025.

IT WOULDN’T BE NUTTERS OF SAVILE ROW WITHOUT

SAVILE ROW, london.

YOUNG PEOPLE HERE ARE REBELLIOUS - THEY HAVE NO RULES WHEN IT COMES TO FASHION.

LUXURY SHOPPERS TRAVEL FROM

CHINA

TO GET THEIR DESIGNER GOODS. THIS IS WHY NUTTERS WILL NOT BE OPENING A STORE IN CHINA, BUT MARKETING THEIR PRODUCT TO THEM. THEY ALSO MAKE UP A SIGNIFICANT AMOUNT OF SHOPPERS ON SAVILE ROW AND SURROUNDING AREAS.

how ar getting

are we g there?

OFFLINE

OUR OFFLINE COMMUNICATIONS START WITH OUR MOST OBVIOUS; OUR STORE ON SAVILE ROW, LONDON AND OUR POPUP STORES IN SOUTH AFRICA AND HONG KONG, CHINA. OTHERS WILL INCLUDE TEAR SHEETS IN RANDOM PLACES AROUND EACH CITY FOR PEOPLE TO GET INVOLVED IN A OMNI-CHANNEL EXPERIENCE, AND MAGAZINE ADVERTISEMENTS IN PUBLICATIONS SUCH AS I-D AND ANOTHER. OUR PACKAGING WILL ALSO BE SUCCESSFUL COMMUNICATIONS TOOL. WITH OUR CLIENTS CHOICE OF BASQUIATS WORK PRINTED ON THEM, THEY WILL BE HARD TO MISS IN THE STREET.

HOW DO YOU CARRY YOUR NUTTERS SUIT? HOW DO YOU CARRY YOUR NUTTERS SUIT? HOW DO YOU CARRY YOUR NUTTERS SUIT? HOW DO YOU CARRY YOUR NUTTERS SUIT?

LETS PLAY A GAME

ARE YOU A NUTTER? TEAR SHEET POSTERS WILL BE PLACED IN RANDOM, MUNDANE BUT UNKNOWINGLY OBVIOUS PLACES AROUND THE CITY. NOBODY WILL KNOW WHERE THEY ARE PLACED. EACH POSTER WILL, AT SOME POINT, BE POSTED ON THE @WEARENUTTERS INSTAGRAM, WHICH IS WHEN PEOPLE WILL GO OUT AND FIND THE POSTER TO TEAR OFF A TAB. EACH QR CODE IS A FRONT ROW TICKET TO THE FIRST NUTTERS SHOW WITH GRACE WALES BONNER AS CREATIVE DIRECTOR.

instagram

ONLINE

ONLINE PLATFORMS WILL INCLUDE OUR OWN WEBSITE WHERE CLIENTS CAN BROWSE OUR READY-TO-WEAR AND BOOK APPOINTMENTS, INSTAGRAM AND SNAPCHAT. WE’VE CHOSEN THESE AS THEY ARE THE MOST VISUAL AND INTERACTIVE, AND ALSO HAVE THE MOST OPPORTUNITY IN TERMS OF ENGAGEMENT. OUR HASHTAG #BEANUTTER IS DESIGNED AS A PLAY ON WORDS; SAYING IT’S OKAY TO BE A LITTLE WEIRD AND IT’S ALSO OKAY TO JOIN OUR SOCIETY OF NUTTERS.

BRA IDEN

AND NTITY

BRIGHT, BOLD COLOURS ARE USED TO STAND OUT, BUT ALSO ADD TO THE STREET-FEEL.

FEATURES OF THE ORIGINAL LOGO ARE KEPT UNDERNEATH, SUCH AS THE FRONT AND HEIGHTENED CAPITAL LETTER

AN ORIGINAL PART OF THE LOGO, UPDATED TO ARIAL BLACK FOR A MODERN LOOK.

THE HANDWRITING/GRAFFITI ON TOP OF A FORMAL FONT EMPHASISES THE STYLE OF RELAUNCH

HANDWRITTEN/GRAFFITI FONT FOR A YOUNG, FUN AND SLIGHTLY URBAN FEEL

LOGO

THE LOGO IS A CRUCIAL PART OF ANY BRAND RELAUNCH. ITS WHAT YOUR CONSUMERS WILL SEE, AND REMEMBER, FIRST. THE NEW NUTTERS LOGO HAS HAD A SIMPLE, BUT EFFECTIVE, REVAMP. FEATURES OF THE ORIGINAL LOGO ARE BEING KEPT, SUCH AS THE TIMES NEW ROMAN FONT, HEIGHTENED CAPITAL LETTER AND THE INCLUSION OF THE LOCATION.

BY ADDING THE HANDWRITTEN FONT OVER THE TOP, IT IS SYMBOLISING A RELAUNCH THAT IS INSPIRED BY THE STREETS AND THEREFORE EVERYTHING AROUND US. IT’S SAYING, “OUT WITH THE OLD, IN WITH THE FUTURE”.

COLOUR PALETTE

BURNT ORANGE; FOR THAT URBAN CITY FEEL MAGENTA; A BRIGHT, RADICAL AND DARING CHOICE LIGHT PINK; FOR THAT FEMININE TOUCH BLUE; A BEAUTIFUL, EDGY CONTRAST

C=1 M=70 Y=80 K=0

C=89 M=73 Y=11 K=1

C=1 M=55 Y=8 K=0

C=0 M=100 Y=0 K=0

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TYPEFACE

TITLES = EDO SZ THE HANDWRITTEN, GRAFFITI STYLE FONT EMPHASISES THE YOUNG AND FUN ASPECT OF THE BRAND. BODY = ARIAL BLACK IT’S MASCULINE, BLOCKY SHAPE FLOWS WELL AND READS EASILY.

BE A NUTTER BE A NUTTER BE A NUTTER BE A NUTTER BE A NUTTER

BE A NUTTER BE A NUTTER BE A NUTTER BE A NUTTER BE A NUTTER