Shaping the global future of a British brand

Brief

TUSTING have been hand-crafting fine leather goods in the English countryside for five generations. Their products have captured a global market, but their brand fell short.

Our job was to tap into their heritage, and craft a brand identity that would express the tactile luxury of their work to a contemporary international audience, placing them on a par with archetypal British brands like Huntsman & Sons and Aston Martin, with whom the brand partners.

Solution

TUSTING had built up a devoted following with their beautiful leather goods. But as with so many luxe brands, their brand identity and collateral didn’t do their products justice.

We led the company through an ambitious brand refresh, designed to give it the confidence to fully embody the role it aspired to: an internationally renowned luxury British brand, with a proud heritage and unrivalled expertise.

The company’s new brand identity draws on the heritage of the Tusting family, incorporating a heraldic crest designed to resemble the leather mark on TUSTING bags. And a sleek new website and regular print collateral presents the brand to its growing global audience.

“Mike and his team at Straight Forward are our secret weapon. They know more about our brand identity than we do — they see it from the outside but with the loyalty and dedication of insiders. They’re incredibly good at what they do, always over-deliver (don’t tell them!) and are just so much fun to work with. 10/10.”