Tip Top

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A logo for Tip Top Tailors, which appears to be a small business sign.
A store filled with men's clothing, featuring a variety of shirts, pants, and other accessories.

Fitted Confidence

Tip Top leverages an updated brand and store design to revitalize their brand for a new generation.

CLIENT

Grafton Apparel Ltd.

PROJECT

Tip Top Store Experience

RELATED SERVICE

Brand Strategy

Visual Identity Design

Digital Experiences

Retail Design

A modern gym lobby with a sign that says "fit room" and a blue sofa.
A close-up view of sewing supplies on a table, including scissors, fabric, and thread.
Man in suit standing on sidewalk.

THINK

Tip Top wanted to appeal to a younger demographic – but without alienating their existing customers. SLD focused on the insight that a well-fitting suit (that doesn’t break the bank) supports a sense of confidence – whether for a job interview, graduation or big presentation, knowing you look sharp is a universal confidence booster. Leveraging these insights, consumer and market research, and Tip Top’s ability to tailor clothes in store for a perfect fit, a compelling brand position and manifesto was created to guide the design direction.

A large display screen showing a man's torso in a suit, surrounded by various clothing items on a retail store shelf.
A mannequin wearing a black and white floral jacket in a store window.
A storefront with the sign "tip top" in a mall, displaying various clothing items in the window.

“The reason we went with Shikatani Lacroix Design is that their vision goes beyond just the design build-out of the store. They brought to us a concept that integrates all aspects of the store experience, from the build-out, design, digital signage and the customer journey. The store has been performing phenomenally.”

 

Lance Itkoff
President and CEO, Grafton Apparel

A display of colorful spools of thread, arranged in rows against a white background.
A gray wall with a white line running horizontally across it.

BLINK

Everything about the Tip Top rebrand is about modernity. For the visual identity, a clean and slim wordmark with a splash of color reflects the fit and style of the brand’s new direction. In store, natural materials and stylish fixtures ensure the merchandise stands out in an accessible and engaging way. Custom wall graphics, a laydown table, comfortable seating for shoppers and an amber-glass wall that highlights the in-store tailor make the experience easy to shop and easy for staff to provide excellent service.

Eye-catching digital walls create a connection with customers from outside the store and throughout their visit. Editorial product imagery and branded messages deliver on the Blink Factor and personify the new, confident Tip Top brand.
A well-lit store displaying a variety of men's clothing, including suits, shirts, ties, and jackets.