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Brand creation

Ted Baker Brand Creation

Ryan Newey, our CCO and Founder took his first ever brief to create a brand we now recognise as Ted Baker. Back then they were just three men in a basement in Glasgow calling themselves “no ordinary designer shirt”.

Fold7 created the brand name, its quirky personality, and the mysterious character Ted.

Every touch point, from garment labelling to online and instore came with a twist and a sense of humour. It grew from a start-up through to flotation as one of Britain’s most successful retail stories and a global iconic brand.