“We have worked with Tristan over 15 years now. Tristan instinctively understands our creative identity as a business, which is a remarkable talent. He captures our personality, our sense of humour, perversity and joy for all things good. He successfully extends it into our visual content, or he carefully creates space for it as necessary — which is a very fine and sensitive balance to tread, especially for a business with such an intimate attachment to its creative integrity. TRiC recently carried out a full brand overhaul for us and we couldn’t be happier with the result. Bravo.”
— Patrick Johnson, Founder, P.Johnson
Services
- Art Direction
- Brand Identity
- Brand System
- Consultancy
- Creative Direction
- Digital
- Graphic Design
- Illustration
- Logo
- Packaging
- Signage & Wayfinding
- Strategy
- Website Design & UI
- Website Development
Credits
Photography: James Harvey Kelly
Signage: Anchor Signs
BRIEF
After establishing the original brand in 2009, TRiC was invited to rebrand P.Johnson in 2020. This rebrand removed the word “Tailors” and defined a framework that balanced heritage with modernity, establishing a new logo, typographic identity and e-commerce platform.
In 2025, TRiC returned to evolve the brand further. The focus was on permanence, refining what was already in place, deepening its truth, and creating a system that could carry P.Johnson confidently into the future. The brief called for an identity that could mature with the business, reflect fifteen years of history, and resonate across a global audience. The challenge lay in balancing the spirit of the 2020 rebrand with a renewed sense of longevity.
RESPONSE
The 2020 rebrand introduced a versatile wordmark, robust typographic system and packaging designed to elevate the ritual of the brand. It launched an e-commerce platform, extending the brand’s reach beyond tailoring, while bold graphics and sub-brands like “Fishing” and “Sporting” broadened its cultural appeal. This work gave P.Johnson a strong foundation, but the next step required subtlety rather than reinvention.
In 2025, we began again with a wordmark. We sought a serif that was present without being derivative, assured without being ornamental. Untitled Serif by Kris Sowersby—described as “exactly normal, without exaggeration”, embodied the sense of classical restraint that aligned with P.Johnson’s ethos.
The new wordmark descends into small caps, with added space between the “P” and “J” creating a stout awkwardness that lends intrigue. Supporting typefaces broaden the palette, allowing for moments of clarity and quiet ornament. The result is a system that moves seamlessly between the everyday and the ceremony of dressing.
As with the 2020 rebrand, instinct guided the work, but this time with permanence in mind. The evolution culminated in a new brand and website, designed and developed by TRiC to carry the identity forward online, anchored by campaign photography by James Harvey-Kelly.
OUTCOME
The 2025 evolution strengthens the brand we established in 2020 while continuing to move forward. The new mark and typographic system are deliberately unfussy, designed to live quietly inside garments and reassure wearers of the brand’s care.
Together, the 2020 and 2025 projects demonstrate the continuity of P.Johnson’s identity, first in redefining what a tailoring brand could be, then in deepening the brand as it matures. TRiC’s partnership has supported P.Johnson’s expansion across categories and cities, creating an identity that is adaptable and enduring.
Fifteen years on, the brand’s spirit remains unchanged, tempered by experience and open to what comes next.