Britches Get Stuff Done

There are times when the best ideas come from a simple, everyday frustration – and that’s exactly why Britches was born.

No stranger to rolling up her sleeves, our client Emma (better known to her online following as @pagesofemma) has a blend of grit and grace that her online community loves. Whether drilling into brick walls or styling gorgeous tables, her DIY-loving design savvy female audience were missing just one thing: the right clothes to DIY in.

With most workwear on the market designed for men, there is a unflattering, ill -fitting nature to it – or worst still, just plain boring! A gap in the market was spotted by Emma for workwear that understood what women want: practicality and personality.

Enter Britches.

From the very beginning, we were excited at Picture Smiths to roll our own sleeves up (tool belts optional) and get stuck into the branding project for this new venture. First up, what to call it. We landed on the name Britches – a tongue-in cheek wink to feminine flair with a gritty undertone. It’s playful, punchy and memorable. Just like the woman behind it.

Next, the brand of Britches started to form.

We created a visual identity that grounds itself in utility, yet never loses the fun. Industrial inspired typography brings a confident edge to the branding, coupled with soft curves that nod the to the scalloped detail we see in Emma’s interior design projects. A palette of subtle pops of colour meets earthy tones, designed to feel like your favourite paint chart.

This brand champions a tone of voice that is just as important as the graphics. Throughout the messaging,you’ll find wit, warmth and personality, for a brand tone that doesn’t take itself too seriously. Yet, with a mission to help women feel seen, strong and stylish in the places where they create, fix and graft – its mission itself is never whimsical.

What a response! Britches has gone down a storm, with launch products selling out very quickly. Britches started with a bang. It’s not just another clothing label, but rallies a cry for women who work with their hands and want their clothes to work just as hard.

We’re super proud to have shaped this brand from the very beginning, in close collaboration with Emma, who brought the energy and the idea. You might say we just helped with the vison and stitched it all together!

And there we have it. An irresistible brand that blends style, substance and sass: Britches is doing so much more than just filling a gap in the market. We can’t wait to see where it goes next.