Whistle and Flute (slang for suit) is a cleaning service, in East London owned by Lee Chambers, a reformed criminal. It was important that the branding harnessed the rich history of East London as well as Lee's effort to rebuild the life he left, hence the brand caption "Reclaim Your Past".  

The project was produced after a process of word-mapping and thumb-nailing, focused on creating something that felt true to the past while appealing to a younger gentrified market.