Bhs Trait menswear retail fashion brand identity

Paul Cartwright Branding was commissioned to develop the fashion brand identity for a new men’s casual clothing brand for Bhs.


NAMING PROJECT

The new menswear brand called ‘TRAIT’ was initially a naming and packaging project, but was extended to consider the application at in-store level on the strength of the work created at that stage.

Bhs Trait mens casualwear fashion brand identity for Bhs by Paul Cartwright Branding.

The brand name ‘TRAIT’ reflects a more contemporary offer of casual wear clothing, using silhouettes and positive, descriptive adjectives to project an attitude of ‘you are what you wear’.


The logo has a stencil-type feel and is generally featured vertically allowing it to be used to maximum effect on the narrow architectural columns and in-store fixturing.

Bhs Trait in-store view of mens casual wear clothing fashion brand identity for Bhs by Paul Cartwright Branding

The ‘you are what you wear’ concept is further extended through the use of large scale silhouettes graphics containing repeating positive and confirming adjectives with an overall strap line of ‘Define Yourself’.

Column treatment for Bhs' Trait menswear fashion brand identity design by Paul Cartwright Branding.

IN-STORE GRAPHICS

The concept work for this fashion brand identity considers how the brand can be used at shop floor level with high-level graphics and proposals for projected logos and pinned off die-cut graphics.

In-store concept point of sale graphics for menswear fashion brand identity designed by Paul Cartwright Branding.
In-store concept point of sale graphics

Till wall concept graphics for menswear fashion brand identity designed by Paul Cartwright Branding.
Cash desk back wall concept graphics

Sketch concepts for in-store fashion brand identity graphics for TRAIT menswear - designed by Paul Cartwright Branding.
Sketch concepts for in-store graphics

PRODUCT BRANDING

Product branding has also been considered with the brand being developed to work across swing tickets, woven garment labels and two-piece die-cut swing tickets.

Fashion brand identity for Bhs, creating menswear swing ticket with die-cut logo designed by Paul Cartwright Branding.
Die-cut swing ticket with screen-printed text and eyelet detailing
Bhs Trait menswear garment fashion brand identity design by Paul Cartwright Branding.

The 40 piece clothing collection’s clean lines and muted palette is targeted at a younger, more fashion conscious audience and rolls out across all 180 stores during 2008.


We’ve written two articles on the use of woven labels, cuff riders and other such product branding items which create a successful fashion brand identity; a men’s formalwear version can be found here and a men’s and women’s casual wear here.