‘Made to be worn on repeat.’ ‘Monday feels like Saturday.’ These are a few SWET Tailor sound bites we created to reinforce their existing mantra ‘EveryDay. EveryWear’. A comfortable, lifestyle menswear collection, originally named ‘Sweat Tailor’, we removed the A in ‘sweat’, modernized its logo, created an icon, and re-branding began. From a package/label concept and design, voice and photography, SWET’s verbal, visual, behavioral and aspirational identity in combination took on a new level of sophistication on the website we created for the brand.