Giving fresh creative attitude and a new expressive energy to an English brand with iconic style and heritage.

Sunspel, an English apparel brand that dates back to 1860, has a long-standing history in textile innovation. They created archetypal garments like the white t-shirt, and brought the boxer short to the UK.

This sophisticated, understated brand asked us to undertake a full visual refresh, from the creation of a new strategic creative DNA through to core assets, packaging art-direction and in-store activations.

Our ambition was to give Sunspel a new visual spirit, elevate the brand’s cultural creativity, give it greater attitude and maximise its rich history. It required us to balance tradition, history and craft with Sunspel’s commitment to being a progressive, forward thinking and creative brand.