Identity is at the heart of everything we do. Our task as designers is to understand why a brand does what it does so we can discover what sets it apart and distil that into one clear, intelligent idea. Identity is the DNA of a brand translated into a visual and verbal world.
The Tusting family know their leather. They’ve been working with it since 1875, making it into many beautiful things. Our challenge was to reflect the care and attention they apply to their craft through a visual identity that appeals to traditionalists and modernists alike – keeping loyal followers on side while piquing the interest of the fashion crowd.
We worked with them to build an identity that embraced their English heritage, celebrated their attention to detail, reflected their premium position and prepared them for a more contemporary market.
Nice little touches for good reason.
By getting to understand their brand we were able to build an identity around their story. The shield shape of the crest comes from the leather mark, the symbol for genuine leather. The crown is made from oak leaves and acorns as the company has been tanning with oak since its inception. An old family coat of arms inspires the colour palette. And to reflect the company’s handmade craft, their brochures are bound with real stitching.
The two brand colours gives the brand the flexibility it needs to speak to its different audiences; original slate-grey with a pop of yellow for their traditional markets or reversed for greater stand-out in more daring arenas.
Tusting luggage has always benefited from being handmade in England. Now their visual identity feels like it has been created with the same amount of care.