nat nast
The Man. The Daughter. The Vision.Brand Agency Relationship
As Nat Nast's brand agency, BOLTGROUP used brand pillars to design seasonal sales collateral, trade show booths, promotions, and advertising.What We Did
Brand Strategy
Brand Architecture
Brand Naming Strategy
Visual Identity System
Experience Design
Brand Color Palette
Retail Packaging Design
Brand Design Strategy
Visual Retail Merchandising
Brand Communications Strategy
Retail Design Services
Trade Show Booth Design
Collateral Design
Direct Mail Strategy
PR
Advertising & Design
Website Design
Creative Art Direction
Visual Brand Guidelines
Graphic Signage Design
Brand Coaching + Training
Brand Stewardship
Brand Production
Fabrication Coordination + Fulfillment
Awards
Challenge
Beautifully designed silk shirts for men. The true story of a renaissance man. Perfect ingredients for a powerful new brand. But where was the truth that would resonate with discerning consumers?
Patty Nast Canton, daughter of Nat Nast, knew it was there, but hadn’t been able to capture it creatively. With her second season bearing down and her own time fully booked, BOLTGROUP took the reins as Nat Nast’s brand agency. We completely immersed ourselves into finding the key to Nat and realizing Patty’s vision.
Solution
Who would embrace this brand? What kind of man? The initial inspiration was the classic 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 when chivalry was alive and well, and the martini lunch was not only allowed, but expected!
BOLTGROUP fully explored the period (martinis and all) and unearthed the true pillars of the Nat Nast brand. Travel. Transportation. Music. A place. A car. A song. These were things that today’s guy could still connect with emotionally. And they would tie back perfectly to “The Good Times.”
Results
Using these brand pillars, we helped create themes each season that evoked the times of Nat Nast—and brought Patty’s vision to life. Every touchpoint of the brand was considered—the trim and labeling, line sheets, lookbooks, and promotions. The trade show booth design became a temple to the brand, radiating mid-century charm. After a couple of seasons of stellar growth, national advertising campaigns were launched to take the brand to the consumer.
- Nat Nast matured into one of the premier brands in men’s luxury apparel and has stayed there for many years
- Within 5 years, Nat Nast was sold in over 600 fine men’s and top-tier department stores
- Shirts were worn by the leading actors on The Sopranos and Two and a Half Men and in episodes of Curb Your Enthusiasm, Law & Order, Will & Grace, CSI, and Friends
- Sold for an undisclosed sum of money to a privately held company
As a designer, I had a vision for Nat Nast. BOLTGROUP helped us fully realize and extend that vision so it could be expressed clearly and consistently as our brand. They did it beautifully and with great style. Their creativity brought Nat Nast to life at every point of contact with our customers. Without question, their tireless efforts on our behalf, delivered tangible results that made a significant contribution to our success.
— Patty Nast Canton, President and Director of Design, Nat Nast