- Brand architecture
- Brand design
- Brand guidelines
- Brand positioning
- Marketing communications
- Visual identity
Now 20 years old, the eponymous Crane Brothers brand is continuing to reinvent and disrupt traditional tailoring, more recently developing its Made in Italy bespoke tailoring and launching new offerings including casual blazers, coats, chinos and sneakers.
It was time to take a look at the brand to make sure it would allow Crane Brothers to pursue this new growth while reinforcing its heritage, brand and communicating its values, craftsmanship and quality to a specific and discerning audience while giving it room to flex and deliver new initiatives in a more casual space.
We were given the task of refining and evolving the existing logotype into a more timeless and enduring marque. Voice worked with typographers to develop hand-crafted, bespoke letter forms for the new logotype. The understated elegance and classic proportions of the new logotype speak to the heritage of the Crane Brothers brand and the premium, bespoke nature of the company – timeless, balanced and classic.
The new brandmark has been paired with 2 different taglines: ‘Made in Italy’, alongside a new category, ‘Contemporary Tailoring’.