Subdued, traditional and refined are the words that best describe Klauss Boehler, the British-inspired brand that creates high-end men’s shirts. Refusing to compromise on quality, Klauss Boehler shirts are designed to be comfortable, durable and distinguished.
The mandate was to redesign Klauss Boehler’s identity to allow it to fashion an enviable place in the high-end men’s shirt market.
High-end fashion is a fiercely competitive market, especially for a local brand without the communication budget of its international peers. How to seduce an ever-demanding target audience? By making them feel smart and aristocratic in a world of flashy, attention-grabbing fashion. This savvy aristocrat, far from seeking the spotlight, is comfortable with the recognition from others in-the-known. The brand platform therefore needed to highlight this discernment and self-assuredness.
The new Klauss Boehler branding draws its inspiration from the world of the English tailor where aesthetics, thoroughness and workmanship are bywords. The platform’s graphic elements were conceived around the idea of made-to-measure, with the focus on the style and refinement of the British brand’s heritage.
Thanks to the new identity, the brand has obtained more floor space in Hudson’s Bay stores, subsequently doubling its sales figures at the retailer. The platform has also established the brand’s presence across Canada while generating new business opportunities, notably with a Finnish distributor.