The Vital Ingredient

Beautifully designed silk shirts for men. The true story of a renaissance man. Doting daughters, recreating a legacy. All perfect ingredients for a powerful new brand. But where was the soul? Where was the truth that would resonate with discerning consumers?

Patty Nast Canton knew it was there somewhere, but it hadn’t surfaced creatively and her expectation was not being fully met. With her second season bearing down and not much time to think, we took the reins as Nat Nast’s brand agency, and completely immersed ourselves into the task of finding the answer and realizing Patty’s vision.

Where Was the Key to the Man Who Would Embrace this Brand?

The initial inspiration was mid-century lifestyle. A time when Frank Sinatra and Cary Grant captured our imagination and wooed our hearts. When the world was a place to be discovered. A time of romance—when chivalry was king. When a martini at lunch was not only allowed, but expected!

So we delved into the period (martinis and all!), and unearthed the true pillars of the Nat Nast brand.

Travel. Transportation. Music. A favorite place. A favorite car. A favorite song. These were the things that today’s guy would still connect with emotionally, and romantically, and they would tie back perfectly to “The Good Times.”

Bring Nat Nast to Life. Realize the Vision.

Using these pillars of the brand, we helped to create themes each season that envisioned the life of Nat Nast—and brought Patty’s vision to life. Every touch point of the brand was considered—from the trim and labeling (see Hangtag, A.), to the line sheets (see Line Sheet Closeup, B.), look books, and promotions. The trade show booth (see Trade Show Booth, C.) became a temple to the brand, oozing mid-century charm. And after a couple of seasons of stellar growth, national advertising campaigns took the brand to the consumer. This innovative approach to building a brand in men’s specialty retail was rocking their world.

Nat Nast became one of the premier brands in men’s luxury apparel and has stayed there for many years. Its popularity has brought product placement opportunities in movies and television. Stars and celebrities have embraced its message and the beautiful clothing embodied through the brand.