J.W. HULME COMPANY

Client

J.W. HULME COMPANY

ROMANCING AND BRANDING A LUXURY PRODUCT

Wink Minneapolis

CHALLENGE:

 

A premium product in desperate need of a brand refurbishment. Unbelievably high-quality luggage and bags hand-crafted by a dusty 103 year old St. Paul company with a heritage in hunting.

INSIGHTS: A PREMIUM PRODUCT IN DESPERATE NEED OF A BRAND REFURBISHMENT

 

INSIGHTS: KEY MARKET FORCES AND TRENDS

 

APPROACH:

 

Deep dive into existing data and market forces and efficient redesign of only the most critical marketing elements: logo, catalog and web. We focused on what existing equity remained within the current brand.

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Evolution of Original Logo

Wink Minneapolis

New Logo

Wink Minneapolis
Wink Minneapolis
Wink Minneapolis

SOLUTION:

 

We identified key market forces and trends that favored a premium take on the J.W. Hulme brand.

The retail recovery is much stronger in luxury. Luxury being redefined as artisan and craftsmanship, deeper meaning and informality.

Wink Minneapolis
Wink Minneapolis
Wink Minneapolis
Wink Minneapolis Wink Minneapolis
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RESULTS:

 

6 months after launch, sales are up 60%, global site visits and conversion are through the roof and the phone is ringing off the hood with new retail accounts.