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
- Unbelievably high-quality luggage and bags
- Hand-crafted by a dusty 103 year old St. Paul company with a heritage in hunting
- Desire to prove they can rebuild themselves as a consumer brand
INSIGHTS: KEY MARKET FORCES AND TRENDS
- Luxury menswear is hot, hot, hot – and outperforming women’s across all categories
- The neo-traditional trend and slow fashion movement – a swing back to quality
- Stealth wealth – if you’ve got it, conceal it
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.
Evolution of Original Logo
New Logo
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.
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 hook with new retail accounts.