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DILLARDS
BOYHOOD TO MANHOOD
NATIONAL RETAILER DULLARDS, APPROACHED BOYBURNSBARN TO REBRAND THEIR OWN YOURTH MAILE PRODUCE LINE CALLED CLASS CLUB. Originally introduced to their stores in 1989, Class Club offers high-end boys clothing meant to compete directly with more main stream preppy clothing companies. With no real identity to speak of and a desire to upgrade the product, Dillard’s wanted to re-establish Class Club as a genuine sub-brand with a fully developed vision, brand story, and clear aesthetic. That’s where BBB came in.Working directly with the grand daughter of the original founder, BBB was tasked with developing a brand story to match the relaunch of this improved and newly designed product line. We had to build a visual identity that has a sense of a heritage a customer can buy into and develop a branding system for the store to use for retail and marketing.

BBB re-coined Class Club as THE Class Club. From there we established a story behind who The Class Club customer is or aspires to be. Here’s what we came up with: The Class Club is an actual club. Not unlike a social club at a prep school or Ivy League university. Think “Dead Poets Society” meets “TheArtofManliness” blog… but for young boys. The Class Club is meant to represent like minded individuals who have very similar interests. These qualities is what’s defined in the word “class”. In this case our club’s focus is on understanding and discerning what quality is, craft and style while still being a confident young man. The Class Club will resonate most with those young men who are seeking a graceful path from boy to man. This product and the new branding of The Class Club will become the patch of honor to that pursuit. Wearing Class Club will means you are in The Club and are representing the values this new branding evokes.

The new Class Club branding takes major inspiration cues from the strength and confidence of the Ivy League aesthetic: Strong, big color blocks, icons, a mascot and monograms anchored around heritage and fellowship. The darting fox logo represents that transition from boy to man; moving forward to manhood while looking back on boyhood. The CC ligature and shield represent unwavering confidence. The laurels represent the pursuit of betterment. At the same time there exists other visual cues derived from boy-to-manhood endeavors such as fishing, hunting, sport, a strong handshake, shaving, etc. etc.

The hang tags and visual merchandising offer useful tips for young men such as the proper uses of a pocket square or the merits of knowing navigation skills. The full identity system is one that can be embraced by the customer as engaging and inspiring but also has multiple functional attributes for the store’s employees. The color and icon systems give each store the ability to create a cohesive shopping experience that matches items to the correct product line while maintaining a designed shelf presence.

BBB had a great time revisiting our younger days and hopefully we can inspire a young man or two to learn a proper handshake or even perhaps put down that phone and go get dirty.