Generation Tux

An online formalwear rental startup that changed the game.

Surprise! The primary audience for men’s formalwear rental are women; and they have high expectations, specific timelines and unique needs that must be satisfied or they will defect to another brand in the blink of an eye. We helped Generation Tux navigate the brand and experience needs between the bride, the groom and the best men. Gen Tux gained quick success in big part because we took a fresh approach with the messaging and branding that outflanked the competition.

Some of the marketing we did:

  • Customer experience design
  • Target audience definition
  • Secondary customer research
  • Product usability research
  • Brand positioning and architecture
  • Messaging

Related Work


New name, new brand, new products, new site, new marketing and more sales.

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