The assignment was to design a multi-page publication that tells the story of a brand, product,
or service. The chosen brand, Lock & Co Hatters, was founded in 1676 and is the world’s oldest
remaining hat shop. The brand book was designed in dedication to their heritage with
the goal to celebrate their 365-year-long legacy and aspires to transport you to a very significant
time in Lock & Co’s rich history.

The 19th-century English Newspaper design language inspires the brand book’s choice of
historical typography styles and grids. Specific content is being displayed as simulated
advertisements, and then nestled between Victorian-era articles that are being used as
functional negative space and texture. Real newspaper articles from 19th-century London are
used throughout the book as negative space and texture. The articles also function as another
layer of reading material.

The final project successfully uses typography, illustrations, and newspaper-inspired grids to
create a unique experience to tell a story that focuses on the heritage of the brand