When we took on Mr. California, the brand had all the right ingredients—a killer name, rich heritage, and a treasure trove of vintage designs—but zero market presence. Our mission was simple: breathe new life into a dormant brand while honoring its California roots and commitment to local manufacturing.
However, this presented a unique challenge: How do you modernize a vintage menswear brand without losing its authentic soul?
Logo Design
Visual Identity System
Product Design & Development
Brand Materials & Collateral
Production Management
Trade Show Design
Our challenge was to extract the essence of over 450 vintage Mr. California shirts and translate that heritage into a contemporary brand. The new identity needed to capture California's mid-century leisure culture—sophisticated yet relaxed, premium yet approachable.
We developed a comprehensive brand system that honored vintage California menswear while meeting modern expectations. Drawing inspiration from mid-century design, Bob Peak illustrations, and Southern California lifestyle, we created a brand that felt both nostalgic and fresh.
Starting with the vintage shirt collection as our design bible, we dissected what made these pieces work—the proportions, graphics, and attitude. Instead of copying, we extracted the DNA. Mid-century California wasn't just an aesthetic choice, it was the brand's natural habitat.
Modernized the original 1960s Mr. California logo mark to work across contemporary applications, refining the vintage design to reproduce cleanly for online use, embroidery, and modern printing processes while maintaining its authentic character.
We developed a comprehensive visual system including a distinctive pen and ink illustration style and photo direction, both influenced by Bob Peak's compositions and styling. This created cohesive lifestyle motifs that resonated with the period and connected with both collectors and new fans.
Created comprehensive sales and marketing materials including line sheets, product brochures, and lookbooks. We also designed trade show booth graphics and established brand guidelines and style standards.
Handled all aspects of clothing design and fit development, from sourcing textiles and fabrics to creating embroidery and graphic designs. We designed custom trims and labels while refining vintage patterns for contemporary fits.
Managed the entire production process from clothing manufacturing to creative shoots. We handled vendor sourcing and relationship management, coordinating with California-based manufacturers and overseeing quality control throughout.
We also organized and managed photoshoots, sourcing models, scouting locations, and directing lifestyle shoots that brought the brand's visual direction to life.
Premium Brand Positioning
Successfully established Mr. California as a premium heritage menswear brand with button-up shirts retailing for $135-150 and pants and jackets at $150+. The brand connected with customers who valued authentic craftsmanship and understood that quality design and ethical manufacturing come at a cost.
Manufacturing Excellence
Built strong relationships with California-based manufacturers, proving that local production could deliver both exceptional quality and brand authenticity. The "Made in California" story became a powerful selling point that differentiated the brand in a crowded market.
Complete Brand Ecosystem
Delivered a cohesive brand experience from logo design to trade show presence. Every touchpoint—from embroidered details to sales materials—reinforced the brand's sophisticated California heritage story.
