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Stafford Menswear

stafford menswear rebrand

 

Breathing new life into a time-tested menswear brand

 
 

Objective

When JCPenney restructured their private-labels, they had big plans to drive new business and update their stores. Our goal was to revitalize their long-standing menswear brand, Stafford, to resonate with the next-generation of men.


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challenge

Within a cohesive brand look and feel, develop a robust design identity to drive campaigns, print and digital, packaging, and social media direction.

 

solution

We worked with the JCPenney creative team on a large roll-out of the new design identity which included; a new logo paired with an extensive look and feel for campaign work, followed by all-new packaging and SKU designs. With our help, we refreshed their menswear image for a new generation of well-dressed men.

 
 
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(packaging box)

(packaging box)

 
 

Design

We were inspired by their original logo from the 70’s. We modernized the emblem and retained the strong illustration of the unicorn, a mystical creature truly as unique as their brand. With updated typography and colors, we gave Stafford a fresh updated look for their classic apparel tailored for today’s men.


 
 
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With the new redesign, we attracted new customers and retained loyal ones. Stafford developed into JCPenney’s strongest men’s clothing brand.

 
 
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Creative Director: Bill Thorburn
Lead Designer: Tousue Vang
Designer: David Shrimpf
Copywriter: Bill Thorburn
Project Manager: Kara Brower