J. W. Hulme Co. has been in St. Paul, Minnesota for more than 100 years. J.W. Hulme’s craftspeople have been making distinctive luxury leather and canvas products since 1905. Their skill, commitment to time-honored techniques and absolute passion for perfection in every detail have made the J.W. Hulme name synonymous with products of the highest quality.
When re-branding the company, we worked to evoke this long history, emphasizing skill, attention to detail and commitment to time-honored techniques—the elements that have always associated high-quality with the brand. To modernize the new identity, we considered key trends in the current luxury market and incorporated them into the identity, catalog, packaging and website.