2012 STUDENT AWARDS

NAME: Petra CuschieriSCHOOL: George Brown School Of DesignCATEGORY: Branding

CUFF & COLLAR – PROJECT RATIONALE

The intention of this project was to rebrand and repurpose an existing business —a tailoring and alterations shop—that has been built up over 30 years.

The brand is targeted towards twenty to forty year old middle class men and women who are contemporary in their tastes and aesthetic, stylish and appreciate a well-fitted, quality piece of clothing. They may also be individuals who wouldn’t generally be inclined to use a tailoring service. The project connects it’s target audience with an essential service by appealing to them with a friendly and contemporary visual language, and restores trust in a seemingly outdated skill and business.

The project aims to restore value to a seemingly obsolete skill, service and occupation and to preserve and promote a beautiful skill, a dying trade, and the tradition behind it. These objectives were met by creating a contemporary, friendly and accessible brand. The logo design references a contemporary aesthetic while maintaining a sense of tradition. The collateral items were produced using traditional methods of print production. The brand brings new life to a business which would normally be considered out dated, and the skill itself is promoted by the production of didactic tools including a set of posters which teach basic sewing skills.

All work is original.

Screenprinted business cards (with detai l ) leather notepads, rubber stamp, imprinted penci ls & brand book with laser-etched leather cover.NAME: Petra Cuschieri / SCHOOL: George Brown School Of Design / CATEGORY: Branding

Screenprinted hang-tags with die cut and perforation, receipt book with rubber ‘paid’ stamp & etched hangers.NAME: Petra Cuschieri / SCHOOL: George Brown School Of Design / CATEGORY: Branding

Set of three 12 x 16” screenprinted educational posters, with detai l .NAME: Petra Cuschieri / SCHOOL: George Brown School Of Design / CATEGORY: Branding

J A C K E T S

S K I R T S

Z I P P E R S

S H I R T S

D R E S S E S

R E D U C E S H O U L D E R

S H O R T E N

S H O R T E N S L E E V E S

T A P E R B O D Y

R E P L A C E C U F F S

T A P E R L E G S

T A K E I N Waist and SeatT A K E I N Seat and CrotchT A K E I N S I D E S

L E T O U T S I D E S

R E - L I N E

2 4

2 0

2 4

2 0

2 0

4 5

2 4

1 4

1 2

1 6

1 4

P A N T S / J E A N S / S K I R T S

J A C K E T S

L E A T H E R / S U E D E J A C K E T S

H E A V Y D U T Y

2 0

2 0 - 3 6

+ 1 0

+ 8

A L T E R A T I O N S

C O M M O N

& P R I C E L I S T

P A N T S

F A S T E N E R S

L E A T H E RJ A C K E T S

T A K E I N

T A K E I N / S H O R T E N

S H O R T E N

R E D U C E S H O U L D E R

S H O R T E N S T R A P S

1 6

3 0

2 4

2 5

1 3

6

5

5

3

4

1 0

E L B O W P A T C H E S

S H O R T E N C O A T

S H O R T E N S L E E V E S

T A K E I N S I D E S

T A K E I N S H O U L D E R S

2 6

3 6

2 6

6 0

8 0

4

1 4

4 4

3 0

1 4 0

1 5

9

2 4

1 8

2 5

1 0

B U T T O N S

B U T T O N H O L E S

S H O R T E N

S H O R T E N S L E E V E S

R E - L I N E B O M B E R

P A N T S W I T H C U F F S

P A N T S / J E A N S

E U R O H E M

S H O R T E N S K I R T UnlinedS H O R T E N D R E S S With Full SkirtS H O R T S

S H O R T E N

T A P E R & S H O R T E N

T A K E I N W A I S T / H I P S

S H O R T E N F R O M T O P

R E - L I N E

2 4

3 8

2 4

3 2

4 5

HEMS

B U C K L E S

S N A P S

H O O K & E Y E

J E A N B U T T O N

M A C H I N E B U T T O N H O L E S

B Y - H A N D B U T T O N H O L E S

Price l ist with icons & hangers and hang-tags in use.NAME: Petra Cuschieri / SCHOOL: George Brown School Of Design / CATEGORY: Branding