Re-positioning an icon
Brisbane Menswear icon Mitchell Ogilvie has been one of Australia’s leading Men’s Outfitters for over 30 years. With a range extending from business attire to casual wear, the brand has developed a reputation for bespoke, made-to- measure luxury Italian suits and business shirts in. An aging client base, shifting market and upcoming relocation of the flag ship store prompted a re-examination of the brand identity.
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Beginning with thorough research into national and international trends, Loa re-imagined the Mitchell Ogilvie brand identity for the future. Development focussed on leveraging the Brand’s reputation for premium made-to-measure garments while updating and creating cultural connections for the brand. The development would need to be classic rather than old fashioned, and exclusive rather than stuffy. A need to significantly visually differentiate the brand The traditional Prussian Blue used in the encumbent identity was switched out for vibrant, regal red, with milling to suggest both craft and value. A robust, bespoke logotype and supporting monogram featuring an M & O lanced by a alteration pin further cemented the brand story of the Gentleman Tailor. Classic, modern typography and a limited palette allowed for a flexible identity that show cased the products and brands that Mitchell Ogilvie represents. A huge range of touchpoints were developed, extending the brand experience from the store to the customer’s home.
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Services: Brand Strategy, Brand Positioning, Trademark Development, Brand Identity
A huge range of touch points were developed, effectively extending the brand experience from the store to the customer’s home.