Spartan (Branding)
Tasked with broadening John Partridge & Co.'s appeal to a younger (yet mature), more adventurous demographic, I spearheaded the creation and visual execution of "Spartan", a premium leather goods sub-brand. Recognising the burgeoning biker culture within the European market, we aimed to craft a collection of leather jackets that embodied both rugged durability and refined style, mirroring the high-quality craftsmanship synonymous with the John Partridge name. The resulting Spartan collection, launched for the autumn 2013 season, successfully captured the spirit of its target demographic, offering a premium leather alternative to John Partridge's traditional waxed and tweed offerings, whilst maintaining the company's commitment to British-made quality.