CATEGORY

Basic Identity Applications

LEVEL

Professional

RANK

Salvage

DESIGN CREDITS

Creative Directors and Designers

Allegra Poschmann, Siavash Khasha

Photographer

Marie-Reine Mattera


TAGS

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LINKS

Booth
Trimfit

Trimfit by Booth and Studio ScopeTrimfit by Booth and Studio ScopeTrimfit by Booth and Studio ScopeTrimfit by Booth and Studio ScopeTrimfit by Booth and Studio Scope


CLIENT

Estab­lished in 1921 by three broth­ers sell­ing whole­sale hosiery to mer­chants in New York, NY, the busi­ness grew in the 1930s when it acquired a tex­tile fac­to­ry to man­u­fac­ture its own socks. Since then, the com­pa­ny has expand­ed its prod­uct range to tights, as well as socks for men, women, and chil­dren.


BRIEF

Trim­fit is a lega­cy brand, mark­ing its hun­dredth year in the gar­ment indus­try. The com­pa­ny des­per­ate­ly need­ed a brand refresh that would (once again!) place them at the fore­front of the children’s appar­el busi­ness in North Amer­i­ca. Addi­tion­al­ly, Trim­fit was look­ing to expand its prod­uct offer­ing, so it was impor­tant to devel­op a sys­tem that was mal­leable enough to appeal to adults as well as chil­dren.


APPROACH

The chal­lenge was cre­at­ing a brand that was acces­si­ble enough for the big box stores as well as bou­tiques. With focus on brand recog­ni­tion, we pro­duced a stream­lined visu­al plat­form that is flex­i­ble enough for a vari­ety of appli­ca­tions; a brand iden­ti­ty sys­tem that uses a fresh and con­tem­po­rary palette of col­ors to dis­tin­guish itself against key com­peti­tors in the mar­ket­place. Paper props were intro­duced to mir­ror the mag­ic and whim­sy of child­hood, and a pat­tern was devel­oped and applied across all col­lat­er­al as a graph­ic device that adds a touch of play­ful­ness to in-store displays—in doing so, we cre­at­ed a sys­tem that not only speaks to the child, but also the con­sumer.

We at Trimfit are exceptionally pleased with the re-branding process. I think Allegra Poschmann had an even more difficult time with our project than a project in the building phase. She had to consider our foundation, our history, and our future as a singular vision that everyone had to agree upon. Not easy when each element has to be fundamentally tied together. We are looking forward to a continuation of the process as we expand and diversify our brand into additional classifications. This re-branding is just the beginning, not the end, and Allegra is going to share our vision for years ahead. — Mark Mexicott, CEO at Trimfit

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