The styling of the English cut, the craft of the Italian fabrics and the origin of his Nigerian heritage. Ségun Adelaja is a tailor in an offshoot arcade of Saville Row.

A conceptual visual identity fused together from these incredible features—celebrating the idiosyncratic characteristics of these cultures in a collection of forms. A contemporary British design styling of African patterns with a geometric twist—made into seamless forms established the supporting element of the brands visuals like the lining of a suit. While an updated logotype drew connections to the craft of the fabrics and suits.

Further supporting elements include a repeatable series of patterns constructed from suit fabrics such as: pin stripe, houndstooth, windowpane plaid, herringbone, and Glenurquhart plaid. Together creating a menagerie of resources to communicate the supporting messages of the brand through the various channels of consumer engagement; hangers, bags, tags, labels, wrapping papers, etc.

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