The Idle Man is an online clothing store primarily focusing on menswear and accessories, scouting out the ‘best in class’ menswear brands from around the world to make shopping hassle free.
The Idle Man’s founder Oliver Tezcan, approached And-Then Studio and Fellow with a new vision for the mens online clothing retailer, to refresh the current brand Identity and create a brand that acted as a safe haven for the everyday man. Helping men navigate through the rigamarole of menswear.
With this is mind we repositioned The Idle Man as a lifestyle brand, changing their proposition to ’Stitching life with style’. Showing that you can still be you and dress the way that fits your needs and wants.
We developed their existing brand strategy that went onto help with the visual of the brand. The three A’s that sum up the The Idle Man tone of voice moving forward were; Aspirational, Approachable and Assured. This led into creating the overall look and feel of the brand that encompasses the new proposition — Stitching life with style.
We developed their existing brand strategy that went onto help with the visual of the brand. The three A’s that sum up the The Idle Man tone of voice moving forward were; Aspirational, Approachable and Assured. This led into creating the overall look and feel of the brand that encompasses the new proposition — Stitching life with style.
The identity aims to reflect the quality of the products that The Idle Man have to
offer, while acting as a strong platform to allow the products to take centre stage.
By modular/mood-board aesthetic built of blocks simulating swatches to convey a
sense of collaboration between elements. Patterns were developed from material
textures of products sold to work with lifestyle photography. By juxtaposing content alongside each-other within restrained layouts we are able to reflect the brand
proposition in an clear an concise way.
offer, while acting as a strong platform to allow the products to take centre stage.
By modular/mood-board aesthetic built of blocks simulating swatches to convey a
sense of collaboration between elements. Patterns were developed from material
textures of products sold to work with lifestyle photography. By juxtaposing content alongside each-other within restrained layouts we are able to reflect the brand
proposition in an clear an concise way.
