Aubin & Wills

While Head of Creative at Jack Wills, I worked across both brands at the same time, leading the visual identity and tone of voice for Aubin & Wills.

This was a new brand we created to hold on to Jack Wills customers who’d grown a bit too old for the original label. I built the initial moodboards and developed the whole graphic identity from scratch, then rolled it out across everything: digital, print, and retail, from packaging and signage through to garment labels and the in-store environments.