Alright Studio’s rebrand of The Black Tux elevates the brand from rental service to menswear player

After roughly a decade of operations, The Black Tux recognised the need for a comprehensive rebrand that would position them alongside established menswear brands like Drake’s, Noah and J. Crew. The challenge for Brooklyn-based Alright Studio was to help evolve the brand from a utilitarian rental service into a luxury menswear player whilst preserving the brand equity built over the previous ten years. “The TBT brand identity had not been holistically reviewed since inception over 10 years ago,” explains Matt Gierl, CMO at The Black Tux. “Some of our old brand elements, which originally had set us apart in aesthetic impact, were now outdated and felt very much like a relic of another consumer age.” The rebrand centres on a narrative that formalwear represents a commitment to ‘showing up’ for life’s important moments. “During our brand strategy phase, we worked to unpack the fundamental purpose of formalwear,” Creative Strategist Teah Brands explains. “The narrative that has been applied across the brand is that these moments matter. Our job as The Black Tux is to get you ready and confident to participate in the adventures of life.” This philosophy informed every aspect of the visual identity, beginning with an entirely hand-drawn wordmark designed to provide duality. The mark allows The Black Tux to dial their voice up and down depending on context – from formal occasions to everyday moments. “We drew on classic references and explored a wide range of contrast and formality,” reveals Spencer Joynt, Partner at Alright. “Inspiration was found in calligraphy from the days of yore – Spencerian scripts, personal correspondence and high-end event invitations, old tuxedo tailor signage.”