Tayēr + Elementary
The team brought us in on a true brand collaboration basis — RE.LINE London x Tayēr + Elementary — not client and supplier. Design, sourcing and production, delivered as one continuous process, working closely with Monica and Alex throughout. The project built towards an activation event at the bar, unveiling the new uniform and merchandise collection to both RE.LINE London’s and Tayēr & Elementary's communities.
Tayēr + Elementary is a bar of two halves on Old Street, founded by Monica Berg and Alex Kratena — two of the most respected names in the cocktail world, and a bar that has held its place among the World's 50 Best. Elementary is casual, light, all-day; Tayēr is darker and more intense, built around a central bar and daily-changing menu. The uniform and merchandise needed to speak to both.
THE BRIEF.
A fresh uniform for the Tayēr + Elementary team, and a merchandise range for Tayēr Studios. Two pieces of work, one identity: nothing generic, nothing bolted-on. Clothes that hold up behind a bar, and hold their own on the street.
THE PROCESS.
Design. Built entirely with the Tayēr + Elementary team in mind. Bespoke pockets and trims for the tools and cloths they carry through service; a unisex fit, so every member of the team is dressed with the same care and comfort, of course with durability front of mind throughout. Every detail — fabric, fit, colour — developed in collaboration with Monica and Alex, translating the bar's brutalist, materials-led identity into pieces that work as hard as the team wearing them.
Sourcing. Extensive work went into finding the most innovative, fit-for-purpose fabrics for the uniform — the hero gilet utilises an Italian milled innovative workwear fabric, with high durability and stretch. The uniform pants were a real fusion of the two brands our RE.LINE house wool blend tailoring cloth, brought together with the T&E team's merch track pant: a considered play between formal and off-duty.
Production. Managed end-to-end, keeping the staff uniform and the retail merchandise consistent as two expressions of the same brand.
THE MERCH.
A tracksuit (Jacket, pants and a skirt), a bottle bag built to carry Tayēr + Elementary's batch-made cocktails, a bucket hat, socks, and a scarf. Elite materials, such as cashmere and wool, were sourced to match the calibre of the client's customer experience. Every piece carried its own story of connection to the team — the cashmere scarf, for one, reimagines a Tayēr + Elementary receipt, with hidden easter eggs woven through the design for those who know to look.
THE RESULT.
A uniform built for the rhythm of the bar and unmistakably Tayēr + Elementary, alongside a merchandise range that gives their community a real reason to buy in. Staff who look and feel part of the brand; guests who become part of it too.
The collaboration culminated in an activation event at the bar, where the new uniform and merchandise collection was unveiled to the Tayēr + Elementary community.