E. Tautz

Restoring a forgotten treasure for the luxury ready-to-wear market

Following on from our work for Savile Row tailor, Norton & Sons, its proprietor, Patrick Grant again engaged Moving Brands to create a unique identity for new, luxury, ready-to-wear menswear brand, E. Tautz.
Grant approached Moving Brands to help realise his vision of appealing to a younger and more international, but just as discerning set of customers. Whilst being part of the acclaimed house of Norton & Sons, E. Tautz needed to distinguish itself in boutiques and luxury department stores around the world.

Objective

The tailor opened their first shop in 1867 and had such clients as a young and dashing Winston Churchill, who remarked in his memoirs that he’d only missed three things during his service in World War One; one of which was his E. Tautz breeches.

Unlike Norton & Sons, E. Tautz is a high fashion brand with Savile Row cutting – rather than a fashionable Savile Row tailor. A contemporary designer’s vision combined with the brand’s heritage in sporting and military traditions underpinned the brand. This aesthetic direction worked alongside the story of the brand, articulated as ‘A Wardrobe for a Life Less Ordinary’.

The new brand needed to confidently sit in the new high-end ready-to-wear sector for men – the equivalent of Chanel for Men. E. Tautz is a unique brand, as there are very few comparable English ready-to-wear luxury menswear brands in existence today, so it was important to celebrate the brand’s British heritage.

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Approach

A fox & whip monogram was discovered in our Assess phase. This popular symbol taken from hunting clothing was re-drawn and incorporated into the identity.

Moving Brands created a lockup between the monogram and the wordmark which is set in Gill. It is clean and modern feeling, with a hint of utility, which reflects E. Tautz’s heritage as a military outfitter. Colour and material were very important elements in the identity. We mixed muted, natural blacks, greys and copper with a very rich yellow.

The mustard yellow is hugely identifiable and unusual and features in many of the design expressions.

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Results

Responding to the heritage and cache of the existing brand name, we created a book, website, stationery, swing tags and clothing labels, each stamped with the distinctive fox & whip monogram. We were determined to use high quality, authentic materials in every expression – heavy uncoated stocks, natural buckram, copper foil and, naturally, parcel string. We continue to design seasonal look books for Patrick’s growing collection.

The completed identity reflects the commitment to quality which is integral to this contemporary brand. Within three years of bringing the historical E. Tautz brand back to life, Grant won the British Fashion Award for Menswear Designer for this label.

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