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When Meg’s Tailoring, a well-loved tailoring business with two stores in Auckland, New Zealand, wanted to communicate its ongoing ambition to provide quality service and exceptional customer experience, it looked to New Zealand–based Studio South for an updated brand identity. 

Rather than start from scratch, Studio South decided to evolve the existing brand identity, building upon the equity already generated from the brand’s past 20 years of service. Commencing its design by redrawing the Meg’s logotype, Studio South played off the concept of the most basic of tailoring jobs—resewing a button. This button is threaded throughout the identity in various detail. While subtle in its treatment for print communications, it comes alive to create a strong street presence on both Meg’s storefronts.

Studio South added muted pink and warm grey to the monochromatic color palette to keep the brand approachable and light, further pairing each color with a gloss foil to add the sense of sophistication and quality that customers can expect from Meg’s Tailoring. In a fresh and contemporary way, the final brand identity reintroduces Meg’s to the market as the first name in tailoring.

studiosouth.co.nz

instagram.com/studiosouthnz

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