The Idle Man

Brand Identity, Art Direction and Brand Strategy

The Idle Man is an online clothing store focusing on menswear and accessories. Scouting out the ‘best in class’ menswear brands from around the world. Founder Oliver Tezcan, approached And-Then Studio and Fellow to create a brand that acted as a safe haven for the everyday man. We repositioned The Idle Man as a lifestyle brand, changing their proposition to ’Stitching life with style’.

01. Research

When it comes to purchasing clothes, men look for quality over quantity. They want to know that each piece has longevity and works with their day-to-day life. With so many options online, having help to find the best pieces for you becomes paramount.

02. Exploration

The three A’s that sum up the The Idle Man tone of voice moving forward were; Aspirational, Approachable and Assured. This led to creating a look and feel that would encompass the new proposition — Stitching life with style.

03. Development

A modular aesthetic simulates swatches, displaying collaboration between elements, as well as craftsmanship and quality. Juxtaposing content and imagery within restrained layouts.

04. Implementation

Launching the updated brand required both creative and strategic guidelines, along with digital deliverables to help the brand promote itself though a variety of formats.
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