Revitalizing a classic Swedish fashion brand through a mix of cockiness and craft
The Shirt Factory was founded in 1988 by fashion designer Linne?a Braun with the idea to create shirts with high quality at a competitive price. A philosophy they still cling to. Fashionable shirts with perfect fit, finish and high quality has been their hallmark since the start.
Bold was asked to create a new visual identity for The Shirt Factory that should revitalize the brand to the Swedish market. The project included a new logotype, color palette, patterns, signage, packaging etcetera.
A crest made up of tailoring equipment paired with a strong yellow color are the main carriers of the new identity. The crest signals quality and attention to detail, and the yellow color signals a youthful cockiness and make them stand out among the competition.
A crest made up of tailoring equipment paired with a strong yellow color are the main carriers of the new identity. The crest signals quality and attention to detail.
The crest exists in three different versions with different levels of detailing.
The Shirt Factory pattern is created using the same tailoring equipment as in the crest.
“With an identity that signals modernity and credibility Bold has given us an opportunity to visually express our love for shirts. Bolds consistent and careful work far exceeded our expectations and now we have an identity that helps us stand out from our competitors.”
Lennart Hendén, Managing Director
In the retail environment the strong yellow colour is used for both interior and exterior signage and branding walls.
Changing rooms with The Shirt Factory pattern wallpaper.
The new Shirt Factory visual identity and made-to-measure service was launched at the atrium in the department store NK Stockholm.
Hangtag with yellow stitching.
With help from photographer Martin Brunn and retouch artist Erik Hemmingson we created an exploded diagram of a shirt showing all of it’s parts.
Fashion photography by Elisabeth Toll.