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George C.

As one of the oldest and most established fashion retailers in Toronto, the George C name is renowned in the industry. Priding themselves on beautifully curated clothing collections and their very own jewelry line, they were founded on the philosophy of covetting design over brand. 

This appreciation of substance over style felt like the perfect fit with Fook, and from the outset, we knew this was a brand that required careful and delicate attention.

Firstly, we had to tackle their obvious need to appeal to new audiences, while also feeling familiar and relatable to their loyal clients, and engaging them. We presented them with 3 brand concepts that lived on different parts of this spectrum of “familiar” to “bold and new”. One being a new typesetting of the name ‘George C, another being a lettermark representing the letters ‘G’ and ‘C’, and finally a bold logomark reflecting the clothing and jewelry parts of their business.

Ultimately, we collaborated with their team and settled on the lettermark, which sits nicely in the middle of the familiar/bold spectrum. Developing this identity into a full brand guideline, we have crafted an identity that matches their reputation, stays true to the DNA of the company, and also stands out among the visual noise of the fashion industry.

We wanted to deliver a brand that felt relevant and that had integrity, while also conveying their history. Furthermore, it was important to us that the brand was accessible and human, inviting people into the brand in a way which many players in this industry do not. On our first foray into fashion, we feel we hit all of these goals, and couldn’t be happier with the result.

Now their new brand is established, we continue to work with George C to develop the brand and roll it out. Having already applied the identity program to beautiful new packaging, we will now be working with them on social media marketing, in-store marketing, web development, content creation, and print marketing.