A journey of transformation

In 1985, The Bostonians began its journey in men's apparel, blending comfort and sophistication. Over the years, the brand built a loyal customer base with its timeless designs and high-quality craftsmanship.

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In 2019, we embarked on a transformative journey with the brand's ownership team, making crucial decisions about the brand's positioning and identity. Recognizing that leveraging the brand’s name would provide a strong foundation, our new direction was inspired by Boston – the city of firsts, rich in cultural heritage, and renowned for its preppy style. We developed a compelling brand narrative around Boston's spirit of liberty and high education, embodied in the evocative tagline "A State of Mind," reflecting the brand's philosophy of freedom, expression, and sophistication. We redesigned the brand’s logo, transforming the iconic “knot” into a striking “coat of arms” featuring the American Morgan horse and the European deer, symbolizing Boston's historical links to Europe.

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Additionally, we reimagined every element of the brand's house style, from the color palette and typography to secondary logos and essential patterns. The new identity was applied across all key consumer touchpoints, from clothing labels and packaging materials to physical stores, the e-shop, and advertising.

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Through our strategic redesign, The Bostonians now project a distinct character and attitude, preserving the brand’s DNA while setting the stage for a promising future among international men's clothing brands committed to timeless style and blending casual and refined pieces. 

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Credits to: Creative Concept: Formaika, Video: Hyke Productions,  Photography: Ampoo