Generation Tux
There are no do-overs on the most important day of your life.
There are no do-overs on the most important day of your life.
Generation Tux
When celebrity businessman George Zimmer decided to reboot his career, he took aim at the men’s formal wear rental business, which he believed was ripe for disruption. He came to Cibo with little more than a legal pad full of ideas and the money to make them real, and asked us to design everything –the name, the logo, and the entire brand experience. We jumped at the chance.
Cibo’s combination of deep UX and e-commerce expertise, brand strategy, and identity design was just what we needed to ensure that the complexities of this business were never imposed on the customer.
CMO, Generation Tux
- Brand Experience Strategy
- Naming
- Customer Research
- Identity Design
- Experience Design
- Usability Testing
What We Did
Synthesizing George’s vision with deep consumer and secondary research we used our Brand Experience Strategy approach to develop a brand story and personality for the new company, including the tenets that would shape the entire brand experience. George demanded nothing less than the ideal experience at every point, which means we were able to shape the entire business around the customer.
What We Found
- Millennials have their own approach to weddings.
- Before anything else, we must establish trust.
- The main problem with rental tuxes is fit.
- Managing the bridal party isn’t fun for anyone.
Every detail matters.


Forget “add to cart.” Weddings are about relationships.
Our primary qualitative research, conducted with newly married couples, wedding planners, and engaged couples demonstrated the complexities and the stakes involved in the fashion side of wedding planning. We involved customers all the way through our design process to make sure we were building an experience that would support their goals.

Getting the fit right. From head to toe.
Getting the measurement right is a huge hurdle in the tux rental business. This was not just an “add to cart” assignment but designing a foolproof way to getting accurate measurements. A simple easy to follow video. A branded Generation Tux measuring tape. The attention to details.

Wherever you are in your journey, get in touch. We’ll discuss where you’re at today and create a plan to deliver a customer experience that will transform your business.