Re-branding Initiative
for Coldwater Creek
Working closely with the incoming CEO, we set out to revitalize a 36 year old brand and position it for growth. It needed a differentiating story, fresh creative direction, and a compelling voice. First, we identified and articulated the sweet spot that Coldwater Creek could authentically claim: it’s a brand defined by natural, organic, and artisan style.
The current customer was an aging demographic, so our goal was to evolve brand imagery and messaging to attract new and younger women without alienating existing shoppers.
Re-branding was an opportunity for employees and outside vendors to rally behind a renewed sense of purpose. New logos and a new brand book were created, then presented to all stakeholders, setting the tone for all future marketing, merchandising, and product development.
Two logos were designed: a corporate logo that took its cue from existing elements, and would feel familiar to loyal catalog customers...and a bolder departure: a new monogram logo to use in store architecture, shopping bags, and on product. Both use a newly defined brand color, slate blue.
The new logos were applied to private label product: on buttons, inside waistbands, and on hang tags – enhancing the sense of uniqueness and adding value to jeans, etc.
Shopping bags are the exclamation point of the purchasing experience. Materials feel premium enough to be used as gift wrap. Bags and jewelry pouches are made of eco-friendly kraft paper. Tissue includes a leaf pattern and an ikat print that reflect the natural, artisan aspect the brand. Once these bags leave the cash wrap, they become a “walking billboard” swinging on the arms of our customers.
Our brand work also influenced new store designs to create an atmosphere in sync with the revamped image. It inspired the use of natural and artisan materials in the architecture, fixtures, and displays – from ikat mannequins, to clusters of pampas grass.
