Basics Design: Design Thinking

Client: Norton & Sons

Design:Moving Brands

Design thinking: Rebranding

of a label, based on a concept

built around the profile of a

typical customer

Norton & Sons
The elements shown here are from an identity created by Moving Brands for
Savile Row tailor Norton & Sons as part of a rebranding exercise. The identity
aims to present the idea of ‘the Englishman at large’, a concept built around the
profile of a typical customer on an imaginary journey, in order to appeal to a
dynamic, younger market. This includes references to the finer things in life
such as quality tailoring, presented amid a modern, travel-filled life. The identity
concept is flexible enough to support brand extension to a wider spectrum of
products such as leather goods. The identity was rolled out on stationery and
retail material, from compliments slips to suit bags and the shop frontage.
Design Thinking

Presenting ideas

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U258174 DLMAC7osx 18.08.2009 175#

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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