Breathing new life into the iconic British (clothing) brand while embracing the label’s rich legacy. Taking them from re-launch, to re-name and beyond. Dropping the “& Wills” from the name allowed us to clean up the wordmark and laid the foundations to develop a flexible grid system. The recognisable Aubin fox also required an update. Redrawing and removing the clutter to form a clearer motif that works better at smaller sizes.
Holding strong to their original brand values of slow fashion we developed the single minded proposition of “Better Is Greater Than More”. This informed the launch campaign championing British pioneers with a focus on quality and the environment.