Case Study · Menswear retail

Seanore Fellows

A new menswear shop in Meru for working and corporate men. The identity had to read as a men's clothing shop from the first day, and hold together on the shopfront, on the clothes and online.

ClientSeanore Fellows

LocationMeru, Kenya

Year2026

ScopeIdentity, presentation, guidelines

Shop 24, Tashmara Mall. The wordmark leads on the fascia; the slogan lockup sits on its own pane of glass.

Seanore Fellows dresses working and corporate men who dress semi-casual: shirts, blazers, trousers and shoes for the office and the weekend.

The client arrived with a sketch and an inspiration poster in navy and gold. Three words on that poster became the personality of the brand.

Style · Comfort · Confidence

IIt reads as a men's clothing shop
IIIt speaks to working and corporate men
IIIIt works on the shopfront, the clothes and online

II · The Idea

Tailored.

Cut like a good jacket: clean lines, nothing extra, and one button that holds it all together.

Before · the client's sketch

After · the signature crest

Curls removed; one stroke weight throughout
S and F locked onto one baseline
The crossing of the F became a single button, stitched in place
Flat navy and gold, ready for print and thread
A family of marks instead of one picture

IV · The Family

One family, three roles

Primary Crown and wordmark. Wherever the name must be read: shopfront, receipts, social, website.

Signature Crest and wordmark. On what customers take home: labels, tags, bags, gift boxes.

Monogram The button SF. Caps, cuffs, buttons, the social avatar and the favicon.

The crown

Confidence and quality. Five points and four pearls still read as a crown at 16 pixels.

The button in the F

Where the strokes of the F cross sits a single button. The tailor's detail, quietly at the heart of the name.

III

The shield and wordmark

The shield gives a new shop permanence; bold serif capitals read as established from the day the doors open.

V · Colour, Type, Voice

Navy leads, gold crowns

Fellows Navy#111042 · 45%

Crown Gold#DE9D14 · 15%

Charcoal#231F20 · 5%

Mist#F1F1F2 · 5%

White#FFFFFF · 30%

Typefaces

Frank Ruhl Libre

Wordmark, headlines and prices on signs.

Jost

Slogan, labels, body text and captions. Both free under the SIL Open Font License, so printers and staff can use them without licences.

Slogan lockup reversed out of navy — The slogan, "Style defines you", travels only with the primary logo, exactly as wide as the wordmark.

VI · In the World

Where quality is felt

Navy shopping bag printed with the white signature crest — Shopping bag · signature crest

Ivory hang tags with the navy crest on the front and size, colour and price fields on the back — Hang tags · crest front, slogan back

Navy woven neck label with the white signature crest inside a light blue shirt collar — Woven neck label · signature crest

Gold blazer button engraved with the crowned SF monogram on navy wool — Blazer button · engraved monogram

Navy pique polo with the gold crest embroidered on the left chest — Staff polo · gold crest, left chest

Cream cap with the crowned SF monogram on the front panel — Cap · monogram only

VII · Against the Brief

Does it answer the brief?

I
It reads as a men's clothing shop
A crown, a shield and a button: the vocabulary of tailoring, in serif capitals.
II
It speaks to working and corporate men
Navy and gold, restrained and confident, as at home on a blazer button as on a receipt.
III
It works everywhere it has to
A readable name over the door, a crest inside the collar, a monogram on the cap.

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