Moss Rebrand Project

Moss has been a trusted name on the British high street for generations, but as shopping habits changed, so did the need for a fresh, modern identity. This project explains how we repositioned Moss—creating a bold, simple, and consistent brand that feels contemporary and relevant while making it easier to manage and apply across all touchpoints.

Before the rebrand, Moss Bros. was a well-known but somewhat outdated heritage high street brand. It was primarily associated with affordable suits and wedding hire, often relying heavily on discounting. This approach led to a paradox where the brand was perceived as both cheap and expensive—cheap due to frequent promotions, yet expensive because suits are typically a large one-off purchase.

While the business had diversified to include a significant casualwear offering, it wasn’t necessarily recognised for quality in this category. Research and testing revealed an opportunity to shift the perception of Moss from a discount-driven retailer to a brand that emphasised quality and value in a way that resonated with customers' needs and desires, rather than just their budgets.

The rebrand needed to appeal to the everyman—offering an inclusive and accessible identity that was both friendly and aspirational. It was essential to communicate the quality of the products while maintaining reasonable, but not cheap, pricing. The goal was to ensure Moss was perceived as a go-to destination for well-made, stylish clothing suitable for all occasions.

Although we had the green light for the rebrand, the budget was tight, and we needed to move quickly while remaining highly efficient. With a small design team, the challenge was to create a cohesive brand identity that could be implemented seamlessly across a large range of assets, from in-store visuals and packaging to digital platforms and internal communications. The solution had to be simple, effective, and easy to maintain, ensuring consistency despite limited resources.
Key Issues We Addressed:

Outdated and inconsistent brand guidelines

Perception of being cheap rather than offering great value

Lack of communication around quality and craftsmanship

Seen as elitist rather than accessible to all

Too many sub-brands for a small design team to manage effectively

Heavy reliance on promotions, which diluted brand appeal

Known for cheap suits, but not necessarily good suits

No clear messaging around casualwear

"Bros." in the name felt outdated and was inconsistently pronounced

Opportunities & Success Metrics:

Put quality at the forefront of the brand identity

Highlight value without relying on heavy discounting

Position Moss as an inclusive brand that suits all occasions

Execute the rebrand within a cost-effective budget

Ensure the rebrand works across a diverse range of high street stores

Maintain consistency with a small design team managing a large output

Ensure longevity with a brand identity that is simple and sustainable across print and digital platforms
Initially, we worked with St Luke’s agency to define the brand’s core challenges and establish success metrics. With a clear strategic direction in place, I took ownership of the design execution, working in-house through multiple rounds of ideation, refinement, and approval. I collaborated with the in-house Design team as well as Marketing, Buying and Ecommerce teams, and external contractors to ensure a smooth rollout across all channels.

We used Adobe Creative Cloud tools, primarily Illustrator, InDesign, and Photoshop for design elements, After Effects for motion graphics, and XD and Figma for UI/UX design on the website refresh.
Simplified the name: Research confirmed that there would be no negative impact to removing the Bros.

Refreshed the logo: A cleaner, more angular, and modern design that still felt familiar.

Updated typography: Introduced Aperçu, a friendly, characterful typeface related to Gill Sans, offering charm and a modern design.

Streamlined the product range: Removed unnecessary sub-brands and simplified the product catalogue.

Refined the colour palette: A pared-back, neutral palette for a timeless and premium feel, with pops of colour for attention-grabbing character.

Enhanced photography style: Cleaner, more sophisticated visuals with a focus on texture and detail.

Modernised tone of voice: Clear, confident messaging that emphasises quality and getting the basics right.

Established new brand guidelines: Simple, practical, and easy to implement, ensuring consistency across all touchpoints.

Redesigned the website: A fresh, modern, and intuitive UI for an improved customer experience.

Updated packaging and labelling: Leaned into neutral tones and sustainable materials to align with modern expectations.

Updated internal communications and HR guidelines: Ensured consistency in messaging and internal alignment across teams.

Refined core values and mission statement: Defined a clear brand purpose and educated employees to strengthen company culture.
The rebrand successfully repositioned Moss as a modern, quality-driven, and accessible brand. By streamlining the identity, refining messaging, and elevating the design system, I helped create a bold and contemporary brand that resonates with today’s customers.

Early results indicate strong improvements:

Increased customer engagement both in-store and online, despite a challenging retail climate.

Improved sales performance across both physical stores and the website.

Positive press coverage, reinforcing the strength of the rebrand.

Five new store openings and counting, at a time when many retailers are downsizing.

More efficient design workflows, ensuring better consistency with a small team.

Boosted team morale, with employees feeling more connected to the new brand identity.

This rebrand was more than just a design refresh—it was about redefining what Moss stands for and ensuring its longevity as a strong, recognisable presence on the high street.

Using After Effects, I created concept title graphics, bringing the new Moss logo to life with dynamic animations to enhance engagement and capture attention.

Software:

Adobe CC

Figma

Services:

Branding

Strategy

Management

I designed billboard concepts that are clean, simple, and bold, showcasing our new photography. I also worked closely with our copywriter to ensure the messaging aligned seamlessly with our refreshed tone of voice.

The branding was rolled out across the website and key store locations throughout London and the UK.

I collaborated with the design team, buyers, and external contractors to develop a new range of printed collateral in line with the new branding. We designed templates to ensure consistency across all materials and worked closely with printers to achieve the best quality results while maintaining brand integrity.

benstonedesign@gmail.com

07912218825

Moss rebrand project