Ledbury Brand Identity
Designing a brand mark and identityfor Richmond-based 'fine shirting'
Designing a brand mark and identity for Richmond-based 'fine shirting'
Their goal is to set trend aside and make great-fitting, exceptional quality clothing that can be worn in any setting and by any generation. The Ledbury brand mark and identity was designed to embody a blend of the Great American South and the High Street shirtmakers of Jermyn Street in London.
The Ledbury Workshop
Working collaboratively we needed to create the Ledbury visual vocabulary and all brand touch points. To captivate and foster awareness among consumers, wholesale buyers and press. The identity needed to reflect the Ledbury company mission to bring superior English tailoring to the southern United States in order to create a regional lifestyle brand and acknowledge the target audience – style saavy men between the ages of 25 and 55. A demographic who are not only brand conscious but also attach significant value to fit, unique details, and quality. The Ledbury identity had to not only appeal to this audience but keep them excited, inspired, and confident in returning to the brand.
We had gone through only a few rounds of potential directions before the founders chose the brand mark that fit best. We explored necktags, hangtags, packaging, signage, and what would constitute their general aesthetic. The Ledbury mark appears across all forms of the brand's communications as well as packaging, clothing, and merchandise.
"As we always said, it all began with a shirt. When we first set out to make shirts, we wanted to create a product of superior quality with an exceptional fit. In the past six years since our launch in 2009, we believe we have accomplished just that, along with fleshing out a full collection of complementary products like pants, polos, sport coats, and accessories.” More than a decade later the brand is flourishing. Having expanded outward from specializing in shirts and ties to a fully merchandised line of men's clothing, Ledbury has also outgrown its exlusively online retail venture to opening their own flagship store in Richmond, pop-ups in Washington DC and New York City, and carried by department stores across the country.