The Shirt Factory

Revitalizing a classic Swedish fashion brand through a mix of cockiness and craft

 

The Shirt Factory was founded in 1988 by fashion designer Linne?a Braun with the idea to create shirts with high quality at a competitive price. A philosophy they still cling to. Fashionable shirts with perfect fit, finish and high quality has been their hallmark since the start.

Bold was asked to create a new visual identity for The Shirt Factory that should revitalize the brand to the Swedish market. The project included a new logotype, color palette, patterns, signage, packaging etcetera.

A crest made up of tailoring equipment paired with a strong yellow color are the main carriers of the new identity. The crest signals quality and attention to detail, and the yellow color signals a youthful cockiness and make them stand out among the competition.

Project partners:
Elisabeth Toll
Martin Brunn
Erik Hemmingson

 

shirtfactory_crest_2

 

A crest made up of tailoring equipment paired with a strong yellow color are the main carriers of the new identity. The crest signals quality and attention to detail.

shirtfactory_crest_small

The crest exists in three different versions with different levels of detailing.

shirtfactory_logo1_2

shirtfactory_logo2

 

 

shirtfactory_pattern_dark

The Shirt Factory pattern is created using the same tailoring equipment as in the crest.

 

“With an identity that signals modernity and credibility Bold has given us an opportunity to visually express our love for shirts. Bolds consistent and careful work far exceeded our expectations and now we have an identity that helps us stand out from our competitors.”

Lennart Hendén, Managing Director

shirtfactory_above

shirtfactory_exterior1

 

In the retail environment the strong yellow colour is used for both interior and exterior signage and branding walls.

 

shirtfactory_exterior2

shirtfactory_interior1

 

shirtfactory_changingrooms

 

Changing rooms with The Shirt Factory pattern wallpaper.

shirtfactory_interior3

The new Shirt Factory visual identity and made-to-measure service was launched at the atrium in the department store NK Stockholm.

shirtfactory_detail1

 

 

shirtfactory_detail2

 

Hangtag with yellow stitching.

shirtfactory_detail3

 

shirtfactory_digital_2

 

shirtfactory_shirt

With help from photographer Martin Brunn and retouch artist Erik Hemmingson we created an exploded diagram of a shirt showing all of it’s parts.

 

shirtfactory_photo1

shirtfactory_photo2

shirtfactory_photo3

shirtfactory_photo4

shirtfactory_photo5

 

Fashion photography by Elisabeth Toll.