The Local Merchants – Slanghouse

A modern take on classical menswear

Client

The Local Merchants

Agency

Slanghouse / ND

Responsibilities

Brand Identity / Web Design

Start-up fashion business The Local Merchants approached us to create a brand identity for their modern-day classical menswear store. With an offering of high-quality, hand-picked garments from across the world, Sam & Ed were keen to let the clothing do a lot of the talking.

With the identity now in place, TLM has already introduced brands never before seen on English shores, and been featured in magazines such as GQ and Vogue.

“

In the simplest of terms we're just two blokes trying to save the high street.”

Ed & Sam told us they were on a simple mission... to save the high street. A tricky mission we could not turn down.

Photography by Hannah Miles

INITIAL CONCEPTS

We learnt a lot after our initial conception stage. There were some key things that were liked and areas for further exploration were decided.

Green was chosen as the core brand colour and different hues were compared to try to match the paints for the shop exterior.

Initial concepts for a Local Merchants mark.

Proposed colour palettes.

FRAMES

We experimented with the unique shape of the exterior shop windows as a framing device.

A recognisable part of the shop exterior we were keen to use this as part of the identity.

The recognisbale curved windows.

Early explorations using the curved window shape.

COLOUR

Based on a mood board of 1970s furniture design.

With a mix of British meets Italian style a colour palette was built to compliment the core greens, grey porcelain and dark wooden style that would adorn the interior.