Since 1920, Eddie Bauer has evolved from a single store in Seattle to a tri-channel, international company with more than 590 stores worldwide, 110 million catalogs and online websites.
- Determine the relevance and resonance of an 80-year old retail identity in a highly competitive marketplace
- Developed a set of image attributes as a means for evaluating the current identity based on interviews with senior management, observations of focus groups and a competitive review
- Established a brand architecture with very specific parameters around defining which business names could be linked directly to the signature while restricting the use of other product, service and program names in conjunction with the signature
- Retained the distinctive, historic Eddie Bauer signature, recommending its use in a more disciplined and contemporary manner
- Formalized the use of “Since 1920”, the Creed, the Guarantee and the Goose Icon as essential secondary elements to support the rich heritage of the brand
- Developed a visual system defining the staging of the signature, the use of contemporary typefaces and a classic, timeless color palette
- Ensured the effectiveness and coherence of the system by developing a concise, easy-to-use set of guidelines