Fashion is capitalism's favourite child

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Tom Wood is that ultimate guy with a social nerve that makes everybody like him. He's the one with great stories to tell, hanging around in the bar with his pals and walking home to the most beautiful girl around midnight.

— Mona Jensen, founder @ Tom Wood

Category→ 
Fashion & Luxury
Work→ 
Visual identity
Awards→ 
European Design Awards
Client→ 
Tom Wood

Challenge

In the beginning, there were only a few rings. But even as the Norwegian fashion brand Tom Wood were getting started in 2013, they were planning to grow. 

Exactly what they would become, or quite how big, were however open questions at the time. “We were both pushing ourselves to get the brand off the ground,” says Dag Solhaug Laska of Bleed, who was quickly involved in the project.

Besides coming up with a strong signature for the brand, the idea was to create a simple design system that could withstand time, with only simple adjustments. Also, it needed to be international – while retaining a subtle, Nordic touch. 

In the words of Morten Isachsen, Tom Wood’s co-owner and managing director: “We needed a visual identity that allowed both retailers and customers to experience Tom Wood as a high end international fashion brand”.

Mission

We were approached to create an identity reflecting the theme of the festival, and framing the contrasting relationship between new and old – past & present. We came up with a flexible system, varying layouts and content with ease and for altering the expression quickly. It enables the identity to grow and expand for future updates, and respond to the content presented for every new event or contributor.

We needed a visual identity that allowed both retailers and customers to experience Tom Wood as a high-end international fashion brand.

— Morten Isachsen, Co-founder @ Tom Wood

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Solution

From the outset, it’s been a close collaboration between the two parties – involving, for Bleed, everything from concept development down to the packaging and labelling of clothes, as well as the logo and website. 

Solution

From the outset, it’s been a close collaboration between the two parties – involving, for Bleed, everything from concept development down to the packaging and labeling of clothes, as well as the logo and website. 

Solution

From the outset, it’s been a close collaboration between the two parties – involving, for Bleed, everything from concept development down to the packaging and labeling of clothes, as well as the logo and website. 

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We wanted to create something that was flexible, with as few restrictions as possible: A foundation that we could keep building upon.

— Dag Laska, Creative director @ Bleed

All of it is based on some simple guidelines that were laid down at the outset.

Soon enough, Tom Wood did take off. Besides jewelry, they’ve expanded into clothing and eyewear. Taking the growth into account, the entire visual identity was recently revamped.

“I’m glad that we held back a little originally, and spent time building it. Even if the logo is taut and pointy, it doesn’t mean it all has to be. We’re able to adapt the graphics to the season or a specific collection,” Laska said.

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Result

Tom Wood's strategy has been clearly aimed at an international market, to stores that set high standards for identity and quality. The identity has contributed give the brand a sound foundation, and visibility in a noisy market.

Perhaps most importantly, it has helped create a sense of security and pride, for us who created the brand. And it’s given us some tools to work with, that gives an extra edge to everything we do.

— Morten Isachsen, Co-founder @ Tom Wood

Perhaps most importantly, it has helped create a sense of security and pride, for us who created the brand. And it’s given us some tools to work with, that gives an extra edge to everything we do.

— Morten Isachsen, Co-founder @ Tom Wood

Tom Wood are as of 2016 represented in around 200 stores around the world, including approximately 70 in Japan alone. You’ll find them in many of the most renowned concept stores in New York, London and Paris, as well as their own store in Oslo. 

“Perhaps most importantly, it has helped create a sense of security and pride, for us who created the brand. And it’s given us some tools to work with, that gives an extra edge to everything we do”, says Morten Isachsen. 

Tom Wood are as of 2016 represented in around 200 stores around the world, including approximately 70 in Japan alone. You’ll find them in many of the most renowned concept stores in New York, London and Paris, as well as their own store in Oslo. 

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Bleed created a pattern generator for one of the first clothes collections.
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Oslo  ↝  Vienna