THE CHALLENGE:
To clearly communicate St. John’s Bay as the authentic and high-quality sportswear brand within the JCPenney Men’s and Women’s portfolios.
INSIGHTS: THE ST. JOHN’S BAY BRAND
- Trusted for great prices on basics
- Older customer base
- Priced significantly lower
- Great, everyday casual clothes with a point of view
- Differentiated from other brands in the category
- Timeless, classic fashion and silhouettes
- The role: drive volume at price points
Original Logo
OUR APPROACH:
Start by understanding the consumers and how they shop. They expect a degree of quality, which can mean different things: well-made, goes with everything, unique, long-lasting and good brand name.
INSIGHTS: ST. JOHN’S BAY MEN
- Lacks vocabulary to describe what defines his look
- Brands can help him narrow his choices
- Has a short list of stores he likes and shops
- Expects a degree of quality: goes with everything, unique, long-lasting
- If he likes it, he’ll buy it, won’t come back to see if it’s on sale
- Honest, take-care-of business, man of substance — ‘true blue’
Early Logo Concepts
New Logo & Icon System
OUR SOLUTION:
Create a sense of tenure, tradition, and outdoors credentials leveraging St. John’s Bay’s heritage inspiration. Classic, authentic, all-around men’s clothing at a great price for true blue men of substance.
St. John’s Bay Men’s Resortwear
“I just love Wink, they always seem to get it.”
Nick Wooster | SVP Brand, Trend, Design JCPenney
THE CHALLENGE: ST. JOHN’S BAY WOMEN
Clearly communicate St. John’s Bay Women as a complement to St. John’s Bay Men, while articulating its own distinct identity.
OUR APPROACH:
Because the Women’s line leverages on the Men’s line and equity, we looked at positioning territories for consideration:
- A practical, no nonsense, functional style that brings a sense of tenure, tradition and outdoors credentials.
- Showing touches of craft, handiwork, and homespun attributes.
- A heritage story that means legacy and generations of tradition with one’s own family.
- Traditional classics that lend to mixing well with other accessories, lending flexible looks to her core toolkit.
Early Logo Concepts
New Logo & Icon System
THE RESULTS:
St. John’s Bay is one of the only house brands that has survived the JCPenney reorganization. The 2 billion dollar brand has the full marketing firepower behind it.