Scotch Select – Brand System
for a Menswear Subscription
Scotch & Soda partnered with CaaStle to launch Scotch Select, the first menswear rental subscription from a retail brand. As Design Lead / Senior Graphic Designer, I created a sub‑brand and visual system that bridges the parent label’s Amsterdam heritage with the modern convenience of a subscription model. The project covered logo lock‑ups, color palette and type choices, packaging specifications, and digital templates for web, email and social. This system ensured that every customer touchpoint from the welcome kit to the online experience felt cohesive and premium.
Client
Scotch & Soda
Role
Design Lead / Senior Graphic Designer
Agency
CaaStle
Year
2019
Logo Lockup
The brief called for a sub-brand that felt native to Scotch & Soda. I built a Scotch Select lockup that aligns to the parent mark’s geometry and rhythm, using the established type styles and the core palette. The system includes horizontal and stacked arrangements, approved colorways (black, white, Scotch Gold), and a spec for clear space and minimum size.
Color / Typeface
We defined a palette that stayed practical across print and digital. Black and White form the foundation for legibility. Neutral tones (Ivory Mist, Eggshell, Granite Gray) support layout structure, cards, and dividers. Scotch Gold is the brand accent. It highlights actions and premium details without overwhelming the interface. Typography uses Libre Baskerville Bold for headlines and Montserrat Medium for body and UI. The pairing gives editorial presence and clear readability across packaging, web, email, and social.
Email & Marketing Collateral
To maintain the brand’s premium positioning, we tailored campaigns for guests and members. Guest emails focused on conversion into subscribers. Member emails focused on increasing “closeting” activity by prompting additions to the next shipment. I built a modular template system in design and in the backend so we could handle high volume, fast swaps of discontinued or updated images, and quick client requests without breaking style. Variations kept layouts fresh while the system held the line on typography, color, and spacing. I partnered with the marketing team and the copywriter to produce the weekly blasts.
Packaging Design
We selected three shipper sizes to balance protection, cost, and a clean unboxing. A plain, unbranded exterior kept deliveries discreet and lowered theft risk. Inside, a black interior paired the parent logo with the Scotch Select sublogo to deliver the premium moment at opening. The first shipment included a Welcome to Scotch Select packet in an editorial style that walked members through the program, how it works, care, and returns.
UX / UI Web Design
We translated CaaStle’s templated platform into an interface that matched Scotch & Soda’s high-end branding. The How It Works page was central, explaining the service in a premium tone. We built a scoped icon system from our standard service icons, then adjusted color, weight, and shape to fit the brand. These icons appeared on How It Works, site navigation, and member flows. Each icon supported an action as well as meaning. For example, the heart icon let members save items to the Closet. We delivered page systems for the Home page, Product pages, Refer a Friend, and Member pages, with consistent components for headers, cards, buttons, forms, and CTAs.
Web Pages, Iconography & Symbols
RESULTS
We launched a cohesive sub-brand and system for Scotch Select across packaging, web, email, and social. The service was positioned as the first menswear rental subscription from a retail brand. Powered by CaaStle, the program created a new direct-to-consumer revenue stream and increased engagement and wallet share among
existing customers.