Tu Fashion
As one of the UK's leading fashion retailers, Tu Clothing is a much-loved brand offering stylish, affordable fashion for the whole family through Sainsbury's stores and online.
They needed a fresh look and feel to modernise their visual identity, strengthen brand recognition and create a more consistent experience across every customer touchpoint. The aim of this major rebrand went beyond just a new look; it was about building a bold, confident and inclusive identity that celebrated body positivity.
Through creative art direction, a bespoke typeface and comprehensive brand guidelines, the rebrand brought a fresh personality to Tu, creating a distinctive and cohesive visual language that could be rolled out across everything from in-store signage and packaging to digital, campaigns and beyond.
Full Project Scope
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Shaped a fresh creative direction for Tu Clothing, evolving the brand’s visual identity to feel more contemporary, confident and inclusive.
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Established a refreshed photographic direction with body positivity and inclusivity at its heart. Focused on authentic, relatable imagery that celebrated individuality and represented Tu’s diverse customer base, while maintaining an aspirational, fashion-led aesthetic.
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Created comprehensive brand guidelines to bring the new identity together, defining how typography, imagery, colour and graphic elements should be applied consistently across different formats. Built a practical framework to support internal teams, external agencies and future campaigns.
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Translated the refreshed identity into engaging creative across a wide range of customer-facing communications, from in-store POS and large-format retail graphics to digital, social and promotional campaign. Ensured the new visual language remained consistent, recognisable and impactful at every scale.
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