The Challenge
The Challenge
The luxury menswear space is highly saturated with brands that often fall into one of two extremes: overly traditional heritage aesthetics or trend-driven contemporary streetwear.
Ben Harris needed a visual identity that could occupy a more intentional middle ground.
The brand needed to:
Feel premium and aspirational
Communicate strength and discipline without feeling rigid
Appeal to a broad range of modern men
Balance classical tailoring references with sophistication
Build long-term brand equity through timeless design systems
The challenge was to create a visual identity that felt masculine, elevated, and enduring without relying on clichéd luxury tropes.
Strategic Direction
Strategic Direction
The brand strategy centered around creating a modern expression of classical menswear.
The creative direction drew inspiration from:
Traditional European tailoring houses
Military structure and precision
Editorial luxury fashion campaigns
Architectural restraint and symmetry
Minimalist visual hierarchy
The emotional territory of the brand was defined by key attributes:
Disciplined
Sophisticated
Classical
Refined
The goal was to create a visual system that reflected quiet confidence rather than overt opulence.
Visual Identity System
Visual Identity System
Typography
Typography played a central role in establishing the brand’s personality.
The use of Urania helped create a distinctive visual tone that felt both authoritative and refined.
The typography system emphasized:
Classical proportions
Sharp, elegant forms
Clear hierarchy
Editorial sophistication
Strong readability across digital and print applications
The type direction reinforced the brand’s luxury positioning while maintaining flexibility across campaign materials and brand applications.
Color Palette
The color system focused on restrained, neutral tones designed to reflect sophistication and permanence.
The palette emphasized:
Deep charcoals
Rich neutrals
Muted earth tones
Crisp contrast through restrained accent use
This understated palette allowed the typography, tailoring, and composition to remain the focal point while reinforcing the brand’s elevated tone.
Art Direction
Outcome
The final identity system gave Ben Harris a cohesive luxury brand presence built on clarity, discipline, and timeless sophistication.
The branding established a strong visual foundation that could scale across:
E-commerce experiences
Editorial campaigns
Product launches
Social media
Print collateral
Future collection expansions
The resulting system positioned the company with a distinct and mature aesthetic capable of standing confidently within the premium menswear market.
Next projects.
(2016-2025)
