Nicholls Exclusive Clothing

Nicholls Exclusive Clothing Ltd begun in Spring 1973 and it quickly became the place to go for men’s fine clothing and made-to-measure. After being absent from the fashion market for 20 years, Nicholls were now looking to comeback.

With the development of a new store interior, a face lift for the brand was needed to bring the dated identity in line with the new interior concept and today’s audience.

Before redesigning the brand identity, a brand strategy, absent from the original business, needed to be put in place. By gaining an understanding of their customers needs, pains, gains and expectations, as well as the company’s goals, aspirations, strengths and weaknesses, culture and history, its products and competitors, we were able to create a brand identity with a stronger more contemporary presence, promoting customer loyalty and a desire to be part of the Nicholls tribe.

In the early stages of the project, it became clear that the owner, Mike, with his extrovert, quirky and flamboyant personality, along with his skill, eye for detail and knowledge was the soul of the business. Mike is Nicholls and Nicholls is Mike.

While researching iconography to establish a symbol that customers could associate and empathise with, animal archetypes offered the strongest association, and on discovering that a group of flamingos was called a flamboyance, the solution was obvious.