Pell
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Brand identity
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2023
Pell & Co
A tailoring house that had drifted into looking like a bank. We took it back to the cloth.
Pell had been tailoring in the same building since 1919 and had, over two rebrands, come to look like a mid-tier bank.
Back to the cloth
We stripped it back to the things only a tailor has: cloth, chalk, and a hand. The identity is set in a single serif with chalk-line rules, and the photography is all fabric at close range.
No stock photography
Every image was shot in the workroom. Nothing in the identity depicts a model, a boardroom, or a handshake.