We were asked to create a brand from the ground up for gentlemen's fashion, We needed to come up with a Name, Logo, and ideas of how this brand could be used, and we killed it.
By selecting the name "Ser" we created a brand that automatically lends itself to chivalry and creates a sense of pride in the consumer; to be part of something that feels more like a movement rather than just a brand.
The name "Ser" was the pronunciation of "Sir" used for Knights in Medieval times.
