TSCH Apparel joined Apprintable in 2017.
The brand was born in the suburbs of London, where teenagers Mike Antoniou and Kayode Bola saw that a high fashion world lacked relevance to diverse youth culture. With a background spanning from sport, music and social influence the team carved out a brand with a unique direction in order to create a new sub-culture.
The brand seeks to highlight the culture clash happening within a modern-day Britain whilst simultaneously telling the stories that connect Afro-British culture so intimately. TSCH seeks to empower a whole section of society that is notoriously underrepresented in luxury fashion.
Initially, with every client we ask what the brands' purpose is. Mike Antoniou, the founder, had this to say:
“As a brand, we feel the phrase luxury is very easily self-stated in the modern-day market. We recognise luxury in the quality of the material and the succinct detail in which a product is made. Therefore, we definitely position ourselves in the luxury bracket. We take influence from the leading innovators in the design sector and push boundaries in order to give the everyday person a diverse array of statement pieces that convey the clean TSCH aesthetic. TSCH’s latest collection is stimulated by afro culture and taking reference from our 80’s design archives. We take pride in sourcing the highest quality manufacturers from around the world from Italy to Indonesia and quality check each individual piece by hand.”
Fresh off their recent collaboration with the iconic artist 50 Cent, TSCH were looking to raise their branding levels ensuring their print and experiential marketing materials matched the vision of the company they were looking to build.
They were looking for:
• Consistent branding throughout print
• High-quality products
• Unusual experiential marketing materials
• Bespoke product packaging
One of the issues their team faced was that they consistently order print materials whether it be business cards, flyers and business stationery, from different suppliers each time to ensure cost-effective pricing.
The impact this had on the business and brand was no consistency in the material, paperweight, print colour or print quality. Which ultimately meant that when they printed their logo or tagline it would look different every time.
To ensure this was no longer an issue, we ensured that all of their marketing materials were printed on the same type of machine, with the same type of paper and ensured the same print finish. This meant that every piece of TSCH’s print materials were all in sync.
To match the level of quality that TSCH was looking to provide to their customers, the materials we used for all of TSCH’s materials were of the highest spec. Although this meant an increase in price, the ultimate outcome was that everything with a TSCH logo on was of such a high quality, it matched the very products they were looking to sell.
TSCH also wanted Apprintable to assist in branding an event they were putting on with Bryson Tiller at DSTRKT nightclub. They requested a branded backdrop for press photos with two major requirements; The backdrop couldn’t be flat and it couldn't be glossy as it would show the flash of a camera.
In normal circumstances, we would suggest to the client a large roller banner as it is the most cost-effective and easy to assembly with any exhibition stand or display stand.
We proposed a selection from our fabric display stands and they use a Curved Fabric Backdrop Display. This product was 3m wide and curved which meant any photos taken were encased with the TSCH brand and because the product is made of polyester stretch fabric there was no reflection when a flash was used, exactly as the client requested.
The biggest part of the project was TSCH’s bespoke packaging. They wanted packaging that was “On par with the likes of Gucci”. After weeks of trials and testing, we developed a box which encapsulated the TSCH brand.
The box was a handmade paper coated board box with a shoulder lid. The box itself was wrapped in high-quality Italian paper and on the lid, the TSCH logo was stamped with metallic foiling. To make the boxes even more special, each box was colour coded to the hats which is packaged. We were able to choose from a variety of 350 different paper colours and 180 different foil colours, meaning that they had a vast amount of colour combinations for their luxury packaging.
Overall the project was a great success and an example of how working closely and diligently with the marketing team at Apprintable will achieve great results. It’s a real reflection on our team’s efforts for recognising the need for consistency in all levels of a brand from design to the consumer’s unboxing experience.
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