INTRO
INTRO has been part of Manchester’s retail fabric since 1990. Founded by Irving Grant after his early grounding with Zico in the 80s, INTRO was never just another menswear store. It was sharper. More considered. Built on instinct and a strong point of view. From its first store on King Street to 22 defining years at 51 Deansgate, INTRO built a loyal following through city exclusives, limited runs and in-store custom pieces. If you wanted certain brands, you came here. Over time the style evolved. Darker. More directional. Less obvious. That thread still runs through the store today. Now led by brothers Adam and Oliver, INTRO remains independent. And independence is still the point.
- Brand identity
- Strategy
The brief
Following Irving’s passing in 2022, and a move four doors down on Deansgate, the brothers saw an opportunity to define the next chapter.
Not a reinvention. A reset.
They asked us to:
- Redefine INTRO for a new era of retail
- Retain the essence and equity of the original identity
- Better reflect the calibre and direction of the brands they now stock
- Create a brand that works harder digitally
The challenge was evolution without erasing 30 years of history.
Our connection
This project was personal.
I worked at INTRO when I was 17. I worked alongside Irving and stayed close to the family. I understood what the brand meant, not just commercially, but emotionally.
That context gave us an advantage. We knew what had to stay. And where there was room to push.
Our approach
We started by defining what INTRO truly stands for today.
Selective buying. Smaller designers. Better fabrics. Limited production. A refusal to follow the mainstream.
We translated that into a sharper visual identity. Cleaner typography. More confident application. A system built to flex across physical retail, ecommerce and social.
The goal was clarity and confidence. Less nostalgia. More direction.
The outcome
A modernised identity that retains the authority of the original brand
- A cohesive visual system aligned to the premium, directional labels stocked in store
- Stronger brand consistency across signage, print and digital touchpoints
- A clearer articulation of INTRO’s independence and point of view
- A brand platform designed to support future growth, both in store and online
A new chapter, same principles
INTRO today is still about quality over quantity. Clothes that feel considered. Pieces that are chosen, not churned.
It is still family run. Still independent. Still selective.
The difference is clarity.
Thirty years on, the point of view is sharper than ever.
