Charles Tyrwhitt

Turning On The Charm

How can our ads make our customers feel as good as our clothes do?

Confidence stitched into every seam

Charles Tyrwhitt clothes make it easy for men to look good.

But with the lines between smart and casual becoming more and more blurred, the role for the brand wasn’t just about communicating style, it was about communicating confidence.

Words move hearts

In a world where most fashion retailers resort to image and beauty, we built a dialogue through copy, using empathy, humour and a shared set of values.

Speaking like a fan, not a sponsor.

For sponsorship of European Rugby, we combined slick photography with lines that sounded like they came from the touchline, not the corporate box.

rugby idents

Speaking off the cuff

On social media, we wrote lines with the same assured wit for the brand’s Sporting Ambassadors.

For example, with Jos Buttler at the T20 World Cup and with England Rugby during the Autumn Internationals.

Retail experience

In-store, the same charm offensive continued with installations and ideas that gave every Charles Tyrwhitt customer a nod and a wink as they shopped.

Writing that drives business

We worked with the in-house team to instil the new creative direction in all direct channels, including the brand’s crucial business driver, the Charles Tyrwhitt Book.

We implemented the same tone of voice in all owned media, as well as refreshing the design and adding more authenticity to the art direction.