Woolrich needs a rebrand.
OLD LOGO
THE BRIEF
Choose an organization and conduct research on your choice. This will be the organization you re-design a graphic identity for.
THE AIM
The aim is to redesign Woolrich as a luxury heritage brand that cares just as much about great design, social media trends, and fashion sensibility as it does about its history and its quality goods.
GOALS
1. An updated and contemporary logo for the brand that represents Woolrich’s values while incorporating modern sensibility.
2. The creation of a voice and personality for the brand, in order to effectively communicate and market to consumers.
3. The creation of a unique, instantly recognizable identity that separates the brand from competitors while highlighting the advantages it possesses.
The oldest outerwear company in North America, Woolrich specializes in Winter Coats (Parka’s, Vests, Jackets), Apparel (Tops, Bottoms, Shoes), and Accessories, Woolrich has built a clientele based on high quality, fashionable goods. Woolrich requires new brand identity to stand out from competitors, and cement its place in the world of high fashion outerwear.
The new brand identity was created using a visual strategy that combines the history, style and class that Woolrich exudes. This is visualized through a completely new logotype, along with various visual elements and typography, visible through multiple applications.
Essence Words
LUXURIOUS | CONFIDENT | CLASSIC
Preliminary Sketches
I started off with some basic sketches, in order to get my ideas onto paper. From there I developed the design into a script word mark. Going forward, I decided to expand my word mark possibilities and experiment with multiple typefaces.
I wanted to do an exploration of other serif and sans serif fonts before making my final decision. I paired the typeface “SilverFake” with the geometric lamb icon, and it matched very well, everything from the stroke thickness to the slab serifs. It still seemed to me that the whole logo itself did come off as very modern and contemporary, something I wanted to steer clear of.
I also explored typefaces paired with the silhouetted sheep. I wanted to separate the syllables because I thought that might be an interesting way of presenting the word mark. In the end I went against breaking up the syllables.
The redone script is much more legible and unique. I admire how the ‘W’ letterform is done, and how it can be used as both a ‘W’ and an abstract form. This can be used in branding, creating something completely unique for the brand.
New Logo
COLOUR PALETTE
PACKAGING
Mobile App & Website
