This entirely new brand was conceived for a London textiles manufacturer who have made coats for leading brands for decades. Using their experience and contacts they decided to create their own range.

We began by helping them to formalise and distill their ambitions and positioning, with a concise and practicable mission statement.

Next we extensively researched a brand name. Some of the names we conceived were based on local place names; some were idiosyncratic or evocative; some were portmanteaus combining different elements; and some were descriptive and utilitarian.

We needed a name that would work internationally, sound English, and have url availability. We found all of that with Coatmaker.

Like the name, the logo is unpretentious and utilitarian. It is a wordmark, based on the font Avenir. A subtle adaptation – the crossbar on each letter ‘a’ has been made parallel to the baseline – makes the wordmark ownable as a trademark.

A circular ‘roundel’ with a ‘c’ and a cross offers an alternative icon – and allows for playful use on a specially made button with corresponding proportions.

Engraved stationery on cotton paper reinforces a sense of craft and quality.

A brochure consolidated our work on the brand. Showcasing the garments and highlighting the qualities we’d originally established with the mission statement in a straightforward, honest, authentic and beautiful way.

The launch generated offers of installations in all of the targeted stores of Liberty in London, Le Bon Marché in Paris, and Marubeni in Tokyo.