Problem: Tyler Grimmett is an Oklahoma-based custom hat designer. The quality of his craftsmanship was under wraps, excluding word-of-mouth and close friends + family, because he lacked a brand to represent himself and his work. Tyler came to us with only a name: Memphis + Louie. Our team was tasked with not only visually representing Tyler’s craft, but also building a brand narrative that would resonate with his clients in order to build strong customer loyalty over time.
Solution: In our discovery process, we were moved by Tyler’s humble nature and the true integrity he puts into his work. In his own words, he explained how his hat making process pays tribute to a century-old craft. In the 12 hours it takes him to construct a custom hat, he only utilizes one machine for sewing 2 seams. All other tasks in his process are done by hand with a range of traditional tools. We knew then that the term “handcrafted hats” would be the pathos of his brand. We worked with Tyler to craft a brand as humble and mature as his personal philosophy. From the clean wordmark and custom symbol to the contrasting fonts and bold imagery, The Memphis + Louie visual language walks a confident line between luxurious modernity and rugged heritage.