John D. McGovern, Director
“From the initial consultation with Frawley Branding, it was clear we had chosen the right company to handle our rebranding. I was very impressed with their approach to the rebranding process. They quickly developed an understanding of our business. Through research and expertise, backed by their enthusiasm, they achieved a result that gives Camden Square very clear and strong positioning in a competitive and crowded marketplace.”
Camden Square is a menswear store for the discerning fashion conscious male located in Limerick and Carlow. The store’s vintage chic, fine quality clothing makes Camden Square a little different to other menswear stores, it’s primary target customer are those men who are looking to step outside their comfort zone for a more daring look.
Camden Square offer customers a more hands-on and tailored approach, making it easy for customers to see how outfits are put together.
We were challenged to strategically position the Camden Square brand and design a distinctive brand identity that will:
1. Connect with all key stakeholders
2. Is aligned with the business strategy
3. Differentiates Camden Square from the competition
4. Influences the development of the brand
Brand Research & Analysis
Camden Square is recognised by customers to have a good selection of men’s clothes and excellent service. Differentiators uncovered in our market research included:
- Legacy and tradition in styling men since 1961: three generations of expertise
- Excellent acumen in choosing vintage chic; attention to detail
- Fine quality clothing; opening men’s eyes to style
- Quirky, sharp clothing; creating a distinct personal appearance
- Daring styles that are different to the status quo
Brand Positioning Message
Outfitters for Men who Dare
Camden Square is more than just a typical Menswear Store. It is an outfitter for those seeking more, jaded by the homogeneous options currently offered by high street retailers. To the discerning and aware, Camden Square is a refuge from this monotony, an oasis of daring (quirky) and unconventional fashion. To the unaware, it is a haven where impeccable customer service and personal styling takes the hassle out of shopping, transforming the client and stirring a style awakening.
With three generations of expertise in stylish and distinctive menswear, Camden Square is an outfitter with substance and tradition. With inherent good taste, combined with a meticulous selection process, John D, Jen and the team have led Camden Square to pioneer a new era in style for men who dare.
In a society where it’s all about the survival of the fittest, the Camden Square man triumphs, standing tall and proud, marching to the beat of his own drum. This brand mark celebrates the non-conformist. It’s about confidence, independence and bravery, an ode to those daring enough to push the boundaries of style.
Just as the beat of military drums were used for communications, this brand mark communicates the mantra of Camden Square: ‘To those who march to the beat of their own drum” Noting the deep sense of history, we have used a stabilising brown capturing the resounding dependability and sincerity of the Camden Square store with a dash of blue to express the bold and free spirit.
Shopping Bag & Clothing Tag
Completed Scope of Work
- Strategic brand workshop
- Segmentation & profiling
- Market research & analysis
- Brand positioning
- Strategic brand initiatives
- Brand identity design
- Brand identity guidelines
- Printed collateral
- Shopping Bag
- Clothing Tag
- Store Signage
- Social Media Graphics