“In 1895, Gerard Gardner, together with his sons, opened their first tailor shop in Fleet, Hampshire. They were originally an unknown, small shop on Knights Enham Drive but soon grew to be well-known among the locals. Other than their meticulous attention to details, Gerard & Sons is famous for offering the considerate home-tailoring service which at the time was often associated with luxury and nobles. Revolving around the experience and happiness of their customers, the shop eventually gained great fame throughout the nation.
Gerard came from a farmer's family and grew up doing many different jobs. Working at a tailor shop happened to be one of them, and on an occasion in which he was ordered to deliver a suit to a rich man out of town, the idea of home-tailoring came to him. He wanted to create a service where customers don't have to come too long a way to get a good attire. Instead, well-trained tailors would travel to their customer's home and offer to measure and tailor what would be best-fitting in the customer's wardrobe.
The high-wheeler was chosen for the image of Gerard & Sons as a means of delivery, as a good sport and as a symbol for British gentleman. Fast, confident and truly elegant.
Mr Gardner, as a visionary man, had Gerard and Sons' logo created to be aesthetically pleasant and simple. The high-wheeler is made up from two different sized circles which are joined by a curve. When rotated 90 degrees to the right, the high-wheeler can be read as a “G", the initial of Gerard’s name and his sons'.”
- Gerard & Sons Brand Guidelines
I used screen printing as a method to get the meticulous bespoke feeling of the brand and I used a fabric-like paper to keep the consistency in visual.
For the applications, I decided to make a bowtie, a paper bag and a mock-up VIP member card. The bowtie serves as a memoir of the brand. The paper bag is for delivering small parts of an attire like bowtie, tie or pocket square. Finally since it's a home-tailoring service, I find that customers should feel important and treated as important people, therefore I made a member card.
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