• E. Tautz
  • Fashion
  • Branding

Attracting new customers to a heritage brand

Following on from our work for Savile Row tailor Norton & Sons, its proprietor, Patrick Grant, again engaged Moving Brands to create a distinct identity for his next venture, a menswear brand that combines luxury with ready-to-wear
 — E. Tautz.

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The tailor opened for business in 1867 and grew a clientele that included Winston Churchill, who remarked in his memoirs that one of the things he’d most missed during his service in World War One was his E. Tautz breeches.


‘A Wardrobe for a Life Less Ordinary’

Unlike Norton & Sons — a fashionable Savile Row tailor — E. Tautz is a high fashion brand with Savile Row cutting. The brand needed to express how it embodies a contemporary fashion sense, combined with a strong heritage in sporting and military tailoring. We began by articulating this singular aesthetic with a brand story that announces E. Tautz as ‘A Wardrobe for a Life Less Ordinary’.


The old and the new Savile Row

Our work with any long-established brand always involves exploring its substantial archives. It was here that we unearthed the ‘fox & whip’ monogram. Impressing us as a resonant symbol of the brand’s sporting roots, we breathed contemporary life by redrawing it and incorporating it into the new identity.

The lockup between the monogram and the wordmark, set in Gill, exudes a clean modernity while reflecting the precision of military outfitting. The colour palette — which contrasts muted, natural blacks, greys and copper with a striking mustard yellow — again blends the old and the new Savile Row. We made this meld of past and present the signature of every expression of the brand: individual, handwritten labels speak of legacy, while the photography style is uncompromisingly current.


A rich and enduring relationship

The success of this second Moving Brands project with Patrick Grant established a rich and enduring relationship that has over the years encompassed watercolour illustrations for Norton & Son to business design for Community Clothing.