E.TAUTZ Identity Programme
Design Moving Brands
“Patrick Grant approached Moving Brands to realise his vision of appealing to an increasingly broad, yet just as discerning customer. Whilst being from the acclaimed stable of Norton & Sons, E. Tautz is a separate, stand-alone brand which needed to thrive on its own merit and away from the context of the Savile Row salon in boutiques and luxury department stores around the world. Moving Brands were tasked with expressing the brands’ rich history and the story – ‘a wardrobe for a life less ordinary’ – that lay at its heart.
Moving Brands created a lockup between the monogram and the wordmark which is set in Gill. It is clean and modern feeling, with a hint of utility, which reflects E. Tautz’s heritage as a military outfitter. Colour and material has been a very important element in the identity. We mixed muted, natural blacks, greys and copper with a very rich, bright yellow. The mustard yellow is hugely identifiable and unusual and features in many of the design expressions. We were also determined to use high quality, authentic materials in every expression – heavy uncoated stocks, natural buckram, copper foil and, naturally, parcel string.
Responding to the heritage and cache of the existing brand name, Moving Brands have created a book, website, stationery, swing tags and clothing labels, each stamped with the distinctive fox & whip monogram. The completed identity reflects the commitment to quality which is integral to this youthful and fashionable new brand. ‘E. Tautz: Uniform for a life less ordinary.’”
From the looks of things, Moving Brands have turned their website into more of a lifestream, aggregating their data from various sources around the web like Twitter, Flickr, and Vimeo. Knowing me, I decided to take full advantage of this “update situation” and subsequently posted one of their newer projects which has yet to be showcased on SeptemberIndustry.
This post is tagged Branding, Identity, Moving Brands
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