An old clothing company with a new face
The objective behind WANDER Fine Men's Wear.
WANDER is a fictional company and because of that I was in charge of creating a history with progression behind them. The idea for the clothing giant was to start off simple and grow into something that was the result of good synergy. The initial concept behind its identity was to promote the idea of a cufflink, from this I instilled the history of the shop being a cufflink repair store. From the initial idea, brought a huge and overwhelmingly rich history.
The intial logo.
Once a preliminary logo was developed, it became the driving force behind the whole company's branding. The idea of the cufflink stuck in many ways, from apparel application to markers in the annual report.
Further development of the branding.
The cuff-style approach lent itself to more exploration as to what could be done with the brand. Taking on the idea that shirts have different textures, colors, and patterns; I introduced this into the logo. This new style of the cuff helped differentiate the departments of the company. Pictured here are the logos for Accessories, Golfing, and Ties. The stationary was also very compelling to create within the branding. It captured the classy style of WANDER and showed its ability to vary in style. With the creation of the branding system, a proposal was completed along with its primary and secondary stationary. The stationary can vary in color and logo-mark. The proposal shows how each piece of collateral and minimal examples of how the branding may be applied to stores and apparel items.
The Wander Annual Report.
Along with creating a whole branding system for the company, an annual report was also necessary to give it even more authenticity. The annual would be something different which would make the company stand out and create a more compelling and admirable look for the clothing store. The art direction for the publication was to steer in the classical yet clean look. The photography signifying each break in the book takes its heritage from 1930's era shots of Chicago (being the birthplace of WANDER). The stock for the book also gives a contrast, the editorial section being an uncoated semi-gloss and the financial section set in a creme linen.
