As I mentioned in previous posts, I started working on a project for a small men's clothing boutique based in St. Paul, Heimie's Haberdashery, with my art director friend Dan Spillman. This is an update on our progress thus far.
It's been about a month or so since we started the project and after 20 or so ideation sessions we have it narrowed down to half a dozen ideas for fleshing out and picking one to produce. We also took on an awesome copywriter that is finishing up her last year at MCAD, Katie Bode.
Dan has been illustrating some logo concepts for rebranding Heimie's to give it an updated feel that still stays true to Heimie's roots. We were drawn to the more stamp, ornate feel of the top row and the more distinctive aristocratic look of the second row. Dan is working on fleshing these out and turning them into vector images.
While narrowing down the concepts, we have been left with the decision to ramp up the wankiness of the store and sell it for all it's ciche. Or to take a slightly more serious refined route with the creative. It will be exciting to see where we end up so stay tuned for more.
Some of our inspiration on this project: Mustache Blog, Victorian Portraits, Old Spice, Postmodern Gentleman, & Kubrick's Barry Lyndon
2 comments:
I've been to the store and it seems like a very serious place. A number of true "gentlemen" who are just endlessly dedicated to an under appreciated art of wonderful consideration of style.
I'm most intrigued by the stamp ornate concepts on the first row, but I'm curious to know your intentions with considering the second row. From an outsider's perspective, It feels like they embody more of the ramping up of the wankiness that you talk about. What advantage do you feel that would have for Hemie's?
The wankiness approach, more than anything, really allows for Heimie's to "cut through the clutter." When your marketing a small shop that won't have as much capital to compete with the big guys like Macy's or Men's Wearhouse, the best way to stand out seems to be by redefining the category. It could give a light, humorous approach to serious, spendy men's wear which could attract an entirely new market that could be owned exclusively by the Heimie's brand.
The reason to not go that route is if it ends up being too wanky, consumers could end up not taking the brand very seriously.
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