let's launch a men's leisurewear brand
As Creative Director for Bespoke Post’s Private Labels, I led the launch of a new menswear brand—overseeing everything from strategy and identity to the design of the apparel, packaging, and two seasonal collections. Collaborating closely with Design Director Evan Glason and Brand Director Dan Hendricks, we refined the brand’s aesthetic and positioning in record time, debuting a capsule of heritage-inspired French terry in under 12 months.
BRAND STRATEGY
BRAND IDENTITY
CREATIVE DIRECTION
MARKET RESEARCH
PRODUCT DESIGN
PACKAGING DESIGN
CREATIVE DIRECTION
MARKET RESEARCH
PRODUCT DESIGN
PACKAGING DESIGN
brand strategy & identity
We positioned the brand with a focus on lived-in comfort and rugged durability. We established a minimalist brand identity that took cues from vintage athletics and utility-grade field supply, giving the brand a sense of lived-in warmth, durability, and familiarity.
french terry
We used our flagship line of french terry to announce the values of our brand: rugged heritage construction combined with the highest level of modern comfort. Crafted with custom-developed loopback French terry fabrics, we delivered the hard-earned softness you expect from grail vintage shop finds, but perfectly soft out of the box.
seasonal collections
Building on the muted color palette from our French terry program, we expanded the collection with versatile shorts, joggers, tees, and henleys—designed for easy layering and aligned with the brand’s promise of comfort, quality, and above all, durability.
credits
Creative Director, Private Label Brands: Marcelo Cardoso
Chief Merchandising Officer: Leann Greto
Brand Managers: Dan Hendricks,
Design Director, Apparel: Evan Gleason
Graphic Designers: Abigail Lund, Luke Janos
Product Developers: Meg Amsterdam
Photographers: Kevin Wells, Jay Mason
Photo Art Direction: Claire Levy, Luke Janos, Joelyn Dal
Brand Managers: Dan Hendricks,
Design Director, Apparel: Evan Gleason
Graphic Designers: Abigail Lund, Luke Janos
Product Developers: Meg Amsterdam
Photographers: Kevin Wells, Jay Mason
Photo Art Direction: Claire Levy, Luke Janos, Joelyn Dal
