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Fashion & Luxury
Identity
.
Experience
.
Product

Fashion is capitalism's favorite child

Category
Fashion & Luxury
Client
Tom Wood

Tom Wood is that ultimate guy with a social nerve that makes everybody like him. He´s the one with great stories to tell, hanging around in the bar with his pals and walking home to the most beautiful girl around midnight.

Mona Jensen

Challenge

In the beginning, there were only a few rings. But even as the Norwegian fashion brand Tom Wood were getting started in 2013, they were planning to grow. 

Exactly what they would become, or quite how big, were however open questions at the time. “We were both pushing ourselves to get the brand off the ground,” says Dag Solhaug Laska of Bleed, who was quickly involved in the project.

Besides coming up with a strong signature for the brand, the idea was to create a simple design system that could withstand time, with only simple adjustments. Also, it needed to be international – while retaining a subtle, Nordic touch. 

In the words of Morten Isachsen, Tom Wood’s co-owner and managing director: “We needed a visual identity that allowed both retailers and customers to experience Tom Wood as a high end international fashion brand”.

We needed a visual identity that allowed both retailers and customers to experience Tom Wood as a high end international fashion brand.
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Solution

From the outset, it’s been a close collaboration between the two parties – involving, for Bleed, everything from concept development down to the packaging and labeling of clothes, as well as the logo and website. 

We wanted to create something that was flexible, with as few restrictions as possible: A foundation that we could keep building upon.

All of it is based on some simple guidelines that were laid down at the outset. “We wanted to create something that was flexible, with as few restrictions as possible: A foundation that we could keep building upon”, says Laska.

Soon enough, Tom Wood did take off. Besides jewelry, they’ve expanded into clothing and eyewear. Taking the growth into account, the entire visual identity was recently revamped.

“I’m glad that we held back a little originally, and spent time building it. Even if the logo is taut and pointy, it doesn’t mean it all has to be. We’re able to adapt the graphics to the season or a specific collection,” Laska said.

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Result

Tom Wood's strategy has been clearly aimed at an international market, to stores that set high standards for identity and quality. The identity has contributed give the brand a sound foundation, and visibility in a noisy market.

Perhaps most importantly, it has helped create a sense of security and pride, for us who created the brand. And it’s given us some tools to work with, that gives an extra edge to everything we do.

“Perhaps most importantly, it has helped create a sense of security and pride, for us who created the brand. And it’s given us some tools to work with, that gives an extra edge to everything we do”, says Morten Isachsen. 

Tom Wood are as of 2016 represented in around 200 stores around the world, including approximately 70 in Japan alone. You’ll find them in many of the most renowned concept stores in New York, London and Paris, as well as their own store in Oslo. 

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<p>Tom Wood came to us wanting patterns for their new collection of clothing with the initial ideas being ’camouflage’, the geometrical shapes of their logo and colors of ’forest green’. With this in mind, we came up with an idea for a pattern generator that creates a random output of patterns that will never look the same on two pieces of clothing, imitating the organic and adaptive behaviour of nature, and combining it with retroist pixel graphics the could look like camouflage, leading to the name ’Arcade Forest’.</p>
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Tom Wood came to us wanting patterns for their new collection of clothing with the initial ideas being ’camouflage’, the geometrical shapes of their logo and colors of ’forest green’. With this in mind, we came up with an idea for a pattern generator that creates a random output of patterns that will never look the same on two pieces of clothing, imitating the organic and adaptive behaviour of nature, and combining it with retroist pixel graphics the could look like camouflage, leading to the name ’Arcade Forest’.

<p>The generator can use different layers of patterns, combining and fusing them together, using the pixel patterns as a distortion for the other layers of graphics. To create a more solid and all-round concept for the launch of the collection, we asked the musician/producer <a href="https://soundcloud.com/cesaremusic" target="_blank" rel="noreferrer">Cesare</a> to create a song for the launch — and we also used the sound-waves of this song to determine how the patterns on the clothes would be generated.</p>
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The generator can use different layers of patterns, combining and fusing them together, using the pixel patterns as a distortion for the other layers of graphics. To create a more solid and all-round concept for the launch of the collection, we asked the musician/producer Cesare to create a song for the launch — and we also used the sound-waves of this song to determine how the patterns on the clothes would be generated.

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