Initially focused on branded apparel for the equestrian and racing markets, Watt to Wear had evolved, needing a new brand with a wider appeal. Prestige, quality, and excellence were words which described the brand's aspirations.
After investigating a range of possible evolutions to their existing logo, our chosen route was a versatile, type-only solution. Set in Gill Sans, the logo has a classic British feel, and is made to measure for the upmarket apparel sector.
We revisited Watt to Wear's colour scheme and typography to ensure everything was in line with their new direction. Deep grey and white became the primary colour palette, with the brand's distinctive red as an accent colour. Royal blue and a racing green, plus a prestigious-feeling gold, were introduced as additional colours to offer flexibility. For the typography, we paired the sans serif Gill with a stylish serif, providing Watt to Wear with a rounded selection of fonts for use across a range of applications.