The Challenge: Design a brand campaign and identity for 'Black Label', a new sub-brand from William Hunt Savile Row.
The Outcome: A dynamic new brand identity reflecting the premium, luxurious personality of Black Label.
In 1982 William Hunt opened their first store on the King’s Road in Chelsea, moving to the up-and-coming Neal St in Covent Garden before finally landing in 1998 on the world famous Savile Row. The William Hunt signature style is inspired by the glorious Hollywood era combined with a modern tailored cut to create a contemporary strong silhouette.
Whilst working as a visual designer on the e-commerce team at William Hunt, I was tasked with delivering a branding proposal for a new sub-label: Black Label. This sub-brand was intended as a limited edition and ultra-premium evolution of the William Hunt brand. How could I represent the luxurious nature of the Black Label brand through the visual identity?