As a young professional with an entrepreneurial vision, Ben Meer founded Tailor & Spruce – a subscription-based company that provides curated provisions to support the working man’s lifestyle. With a mission to bridge the gap between ambition and the tools necessary to thrive at work, Meer tasked CRP with the challenge to help him formulate a sustainable business model and bring the brand to life visually.
CRP began by establishing the brand name Tailor & Spruce, which alludes both to the young male professional as the target audience and the curation of fresh, classic, relevant products to make him successful. The name and initial research we performed set the tone for the identity design. We drew inspiration from various sources including men’s fashion, houseware brands, and vintage letterpress techniques to represent the brand’s penchant for personalization.
The ultimate identity concept was selected for its classic and clean, yet non-elitist typeface. The ampersand was purposefully selected to symbolize a leather-tooled monogram mark – its bold and open shape language representing the brand’s mission to help modern professionals stay effortlessly sharp, as they strive to conquer the work-life divide.