Evolving a truly British brand for new markets
A total brand repositioning to transform this supplier of British regiments and schools into a global consumer fashion brand. A comprehensive programme touching everything from the story the brand tells to its visual expression, tone of voice and marketing.
Smart Turnout began as a supplier of clothing and accessories for military regiments, schools and universities – integrating the colours and symbols of historic British institutions into everything from jumpers to cufflinks. However the real opportunity for the business was to become a British heritage fashion brand appealing to markets such as the United States, Japan, Korea and Middle East.
Plum Brands helped Smart Turnout redefine its entire brand communication to achieve this transition. Starting with a new brand story that focuses Smart Turnout around its British authenticity, dry wit and spirit of exploration, we collaborated with our strategic design partner Felt Branding to align the visual expression of the brand. The new visual identity has been designed to reinforce heritage cues, and a distinctive look and feel creates consistency across all brand touchpoints.
We continue to work with the Smart Turnout team, advising on ongoing brand implementation and marketing activities.
Smart Turnout began as a supplier of clothing and accessories for military regiments, schools and universities – integrating the colours and symbols of historic British institutions into everything from jumpers to cufflinks. However the real opportunity for the business was to become a British heritage fashion brand appealing to markets such as the United States, Japan, Korea and Middle East.
Plum Brands helped Smart Turnout redefine its entire brand communication to achieve this transition. Starting with a new brand story that focuses Smart Turnout around its British authenticity, dry wit and spirit of exploration, we collaborated with our strategic design partner Felt Branding to align the visual expression of the brand. The new visual identity has been designed to reinforce heritage cues, and a distinctive look and feel creates consistency across all brand touchpoints.
We continue to work with the Smart Turnout team, advising on ongoing brand implementation and marketing activities.