I want to modernise the brand and move it more into the fashion brand sector rather than just being 'that local store that sells mens suits'. Whilst I'm aiming at a luxury audience for men with a disposable income and expectations of top-tier service. For me, it's not about being showy or having the recognition of wearing an expensive 'luxury' label, it's about having a garment custom made to fit your body (being truly 1 of 1 pieces), and designed as an extension of your personality. I really want to push the boundaries of what a 'fashion' label is expected to be.
You can see the current website/logo/brand 'feel' here: http://theblacklabel.com.au
The logo, the centrepiece of the brand execution, should be simple and elegant yet convey the idea of luxury and modernity. I know how frustrating those buzzwords can be but I can't really articulate it much better than that right now. I have a fuzzy idea in my head of what I'd like the logo to be (tip: see logos of French fashion houses such as Dior, Givenchy, Balenciaga) but I'm just as happy to see your own interpretation of it even if it's off-brief.
If you would like more information on the direction I'd be happy to provide some examples of brands I really love the creative direction of, but I'm otherwise quite happy to leave it in your experienced hands.