Contemporising a classic label
Part of New Zealand's business landscape since 1946, perceptions of Rembrandt suits were not matching the reality of the company. In the face of competitors with strong brand images, but with product no better that Rembrandt's our challenge was to make classic, cool.
When designing the new Rembrandt look, we played to their strength classic tailoring but gave the heritage story relevance for today's fashion world. We re-positioned Rembrandt as the genuine article.
We re-created classic black and white scenes taken from iconic film images of the forties, fifties and sixties. The result is a current retro feel.
The identity was relieved of its misleading Renaissance references and re-invigorated with strong primary colours utilising the classic, bold and time defying Helvetica typeface.
Deliverables: Brand strategy, identity design, packaging design, website, advertising campaign.
To find out more visit www.rembrandt.co.nz