Benjamin Bixby | Brand Development

∞
Objective: Brand and launch a menswear company led by André Benjamin (OutKast’s six-time Grammy-winner and Esquire Magazine's 2004 Best-dressed Man) that will grow to rival the largest mass consumer brands in the fashion world. Appeal to what André termed "rebel gentlemen".

Approach: "Clothes make the man, if the man knows what he's made of" became the story behind a brand that balances trend-setting fashion with a message of personal confidence, both embraces and challenges tradition, and appeals to anyone with a sense of adventure. Results: The first two lines were picked up by Barney's, Bloomingdale's, Neiman Marcus, Harrods and Collette.

Scope: Brand strategy, name, brand narrative, logo, visual system, look book, launch activations, in store