Tommy Jeans // Brand Identity
Agency // DesignStudio
Role // Design & Art Direction
Worn by some of the most talented hip hop artists of recent decades, Tommy Jeans has been a fashion icon since the 90’s. But huge growth into new markets after 2000 meant the brand had lost its authentic edge. It was left with one recognisable asset: its logo. The mark no longer stood for anything.
I worked on redefining a fresh brand system for Tommy Jeans’ look and feel. This meant evolving iconic elements of the existing brand, and re-mixing them with new typography, photography and tone of voice. The result was a newly defined brand energy and art direction style focusing on street culture and urban locations around the world.