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