Sheffield agency creates new visual identity for leading fashion brand

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by Simon Austin

Sheffield design agency Peter and Paul has created a new visual identity for Teatum Jones to coincide with the British fashion label opening London Fashion Week.

Teatum Jones opened last week's show with their SS18 collection.

Peter and Paul Creative Director Lee Davies, said: “Creating the identity for Teatum Jones started by asking why the ideas process seems so absent from most fashion visual identity.

“We knew that process was something TJ wanted to pull out alongside their clothes to give them a clear position, so we made it a guiding principal, from the way we designed the logo to the printed piece that will be unveiled at London Fashion Week. The opportunity to see it all come together at an event like that is really exciting!”

Teatum Jones added: “P&P's ideas, enthusiasm and genuine honesty in their approach to creative direction is both refreshing and moving. They've injected energy into our branding in a way that's mirrored the same excitement Rob and I felt when we started our company 6 years ago. I am very much looking forward to the next part of our creative journey together.”