Young's Hire

Client:
Young's Hire
Men's Formalwear

Project:
Brand identity and repositioning

Components:
Strategy
Brand logotype
Brand device
Visual language
Store signage
Literature
Packaging
Garment branding
Art direction
In-store graphics
Advertising
Exhibitions


Young's Hire is the number two formalwear hire brand in the UK. Consumer research and a detailed strategic assessment of the business, resulted in a new retail brand identity design being rolled out that encompassed stores, digital media, marketing literature, advertising, image-making, packaging and product branding to reposition the commercial offer to properly appeal to the key decision makers in the hire of formalwear. A softer more female-friendly visual language acknowledges the decisive role played by brides in choosing wedding related formalwear, a sector into which the business had made substantial progress from its origins as hire for primarily 'black tie' events. Identifying this migration in business towards the weddings market was the key to the uplift in business that followed the relaunch of the new brand.