Classic Brand. New Technology.

Talon, a classic apparel manufacturing brand that got its start in the 1890s by creating the world’s first zipper has begun innovating again, this time with a patent-pending new technology called Tekfit. The design challenge was to consider how to best show a product that is invisible by nature--it literally fuses to other materials. An additional factor in this process was how to properly brand the product, given that it is primarily used in partnerships with retailers and apparel companies. For inspiration, we looked through the rich history of the company’s advertising, much of which sprang from the Mad Men era, as well as a quote  from Charles Eames, “The details are not the details. They make the design.” We found this to be especially fitting of Tekfit’s role in the apparel industry and used it as a positioning statement to show how good design is frequently invisible. To refer to perhaps the most famous fashionista, “Dress shabbily and they remember the dress; Dress impeccably and they remember the woman.” We think the same holds true with design as a vehicle for showcasing functionality. 

Tekfit by Talon
Advertising, Branding, Design, Video
Apparel, Manufacturing, Retail
Los Angeles