Tommy Denims Model Refresh channels an "optimistic" Americana spirit
Tommy Jeans has received a branding update from Design Studio to bring it to the modern market. The new design toolkit is filled with elements that represent a clear line for younger consumers, from creating dynamic, social media-friendly assets to a revised tone of voice that suits its counterparts in Gen Z.
The focus of the redesign was the effort to "develop a new approach for" Americana ". As part of this, Design Studio helped develop a new perspective on art direction and photography, as well as an updated color scheme that adds broader color flashes to its tri-color core palette.
"We left high school soccer fields behind for the benefit of interesting urban locations around the world," says Design Studio. "We also introduced motion and finally brought Tommy Jeans into the digital world."
The new typographic style feels appropriately disrespectful to today's collaged digital world, combining a chunky sans-serif, scribbled Tommy signature and an elongated serif (which may look suspiciously similar to Gap's word mark).
The new Tommy Jeans look could easily be dismissed as the latest brand trying to adapt to Gen Z's visual language. However, many of the elements are thoughtful, well-executed references to the brand's own legacy. The new layout system for assets is based on the Tommy Flag logo, while the ticker tape graphic is inspired by the waist band of the boxers.
Brands from recent decades have revived in recent years, and Fila is enjoying a second wind among younger buyers. With a fresh look and a real legacy that dates back to the 1990s, Tommy Jeans could join them.
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