We are a concept-driven consultancy personifying brands through integrative strategy + coherent design.
Miguel’s Formal Wear is a modern luxury menswear boutique based in Norfolk, Virginia. The custom clothiers offers a wide selection of fashion brands for the business and formal occasion. In time, they’ve expanded to include their own custom goods in addition to professional tailoring, fitting, and preliminary consulting.
Miguel’s wanted to evolve their brand’s perception, articulation, and experience for their prominent male customer, seasoned and rising business professionals looking to achieve a tasteful presence.
They desired to be the region’s go-to boutique over neighboring national and local discount brands. Differentiation and customer retention became a critical goal as the emerging online formal wear model begins to grow and acquire market share.
After thorough observation of both their fashion, consumer, and company, we decided to strengthen their focus around the essence of the suit itself by embracing the behavior of confidence and what it means conceptually.
Confidence alludes to masculinity, stability, structure, and class. The meaning, being synonymous with the male gender, transcends across generations, geography, and culture. How we embrace confidence was simple. Make it personal because it is personal.
We created a metaphorical relationship between confidence vs (black) pearl + the suit vs protective shell. These concepts inspired visual direction for tone, color, and material character.
Our elevating solution received positive support. Not only were customers, peers, and others very impressed, the confidence and performance of the business itself elevated.