Yacoubians has been Chattanooga’s premier destination for personally tailored clothing since 1969. In late 2013, they incorporated ready-to-wear clothing from the world’s top designers and moved to a new location. With online competition growing and the need to attract a young audience, the brand was changing and so was their brand identity.
We needed to create messaging that sustained their reputation as Chattanooga’s premier destination for exceptionally tailored clothing, while increasing the “hip” factor. An icon, a new logo and brand colors combined with some well-crafted design and language were the answer. All of a sudden, Yacoubians was the “cool” place to shop for sophisticated men’s and women’s clothing.
For many years, John Yacoubian, a master tailor, was the brand. He’d established a loyal clientele and an exclusive reputation for fine clothing but the market was changing. His son and daughter had joined the business and understood the need to reach a younger audience, while continuing to maintain the relationship with their loyal following. Bringing all the elements of design, copy, colors, typeface and visual reference together in a way that honored both past and present was the key to the brand’s future success.
