Fred & Gilbert
Rebranding twin-powered vintage fashion for a polished city-centre retail experience
Fred & Gilbert is the creation of twin brothers Fred and Gilbert Peck, born from their shared love for premium, hand-picked, vintage finds from the ’90s and ’00s. What started as a campus storefront has evolved into a city-centre destination at Sparks Department Store (Bristol, UK), where customers come not just for one-of-a-kind pieces but for the authentic, community-driven experience the brothers create. When asked to evolve their brand, the goal was clear: preserve the genuine warmth and authenticity that defines them while elevating their visual identity to resonate with a more mature, professional audience.
The Challenge
Having built a loyal following among Bristol university students, Fred & Gilbert faced a new reality after relocating to Sparks Department Store. Their original branding, composed of hand-drawn lettering and DIY bags, posters and signage, felt like home to their student audience but risked undermining credibility in a bustling retail environment shared with seasoned traders. The brothers needed a brand identity that could uphold their personal story and rebellious ethos yet present with the polish and cohesion expected by mid-career creatives and professionals. Striking that balance between relatable authenticity and refined professionalism was the heart of our challenge.
The Process
We began by distilling Fred & Gilbert’s purpose, mission, and values – authenticity, creativity, quality, rebellion, and a human-first mindset – into a strategic foundation that would inform every design decision. Diving into two distinct moodboards, we explored a “Modern Versatility for Vintage” direction and a “Refined Yet Rebellious Retro” concept. Ultimately, we blended the clean typography and grounded neutrals of the first with the bold accents and hand-drawn elements and textures of the second, creating an aesthetic that feels both timeless and confidently genuine.
Building on that creative spark, we crafted a flexible logo suite featuring a custom logotype intertwined by an ampersand that symbolises the brothers’ bond. The primary mark could stand alone or pair seamlessly with the tagline “Twin Vintage / Born 2000,” paying homage to their personal journey and the brand’s origin story, while the submark and a simple “FG” logomark offered compact alternatives for stickers, social-media icons, and merchandise. We then established a rich colour palette anchored by deep “Grounded” greens and vibrant accents, complemented by a crisp type system for headlines with a handwritten secondary pairing for authentic, human-scaled details.
With the core identity defined, we applied it across every touchpoint: bespoke gazebo graphics and roller banners to unify their market stall, collectable product tags and loyalty cards to enhance the retail experience, social-media sticker packs for Instagram stories, and beautifully branded shopping bags and retail posters. Each element was detailed in a comprehensive brand guidelines document, enabling Fred & Gilbert to maintain consistency as they scale.
The Outcome
The new branding culminated in a spectacular relaunch at Sparks Department Store: a grand unveiling of Fred & Gilbert’s freshly branded retail space complete with live auctions, live music, and the brothers themselves on hand to celebrate with their community. Their retail space transformed into an eye-catching, confident destination—no longer blending into the background but standing out as a proper retailer in its own right. Shoppers passing by are now drawn in by bold signage, cohesive displays, and a clear brand presence rather than stumbling upon an impromptu setup.
The relaunch proudly showcased their new clothing tags, shopping bags, posters, stickers, and flyers – bringing longtime student customers, emerging professionals, and vintage enthusiasts together for an unforgettable brand experience.
By implementing a refreshed social-media strategy rich with storytelling, behind-the-scenes glimpses, and authentic moments, the brothers have seen engagement climb significantly. Audiences now connect on a deeper level, following Fred & Gilbert’s journey from sourcing rare pieces to curating their next drop, and feeling like part of the community every step of the way.
More importantly, Fred & Gilbert now possess a coherent, growth-ready toolkit that honours their rebellious roots and positions them as a multi-generational destination for curated vintage fashion – an extension of the brothers themselves, and poised for whatever comes next.
This project with Emily has been executed excellently. Gilbert and I were able to explore our brand’s identity in such depth, and it has been communicated so brilliantly by Emily. We have pride and momentum with this branding because we know we have been understood and represented, alongside great approval from our audience.
Emily was very comprehensive and adaptable across the project, which enabled the greatest outcome for our branding. She was organised and communicative too, with clear processes and infrastructure in place, which kept the project aligned and productive.
Professional, empathetic, robust, trustworthy, and design-intelligent.
The project page effectively tells our story together. As time continues, we expect more projects to be added to our portfolio with Emily.
It has been such a pleasure.