brand refresh
Pendleton Woolen Mills
OVERVIEW
Pendleton Woolen Mills is an American heritage brand with a long-standing history of beautiful fabrics and honest roots. While the products Pendleton cerates are timeless, the branding was starting to feel stale in comparison to it's competitors. In order to fully become a lifestyle brand, Pendleton needed to refresh their brand identity.
CHALLENGE
A few creatives in the building, including myself, were challenged to come up with a fresh look at the heritage brand that honored its 150+ year history while appealing to a new, younger audience. This included updated fonts for print and digital application, new inspiration for product photography.
BEFORE
Pendleton began selling products via catalog, and the website and digital art direction flowed from that. It wasn't until UGC (user-generated content) began to
out-perform catalog photography on social media did they feel like something needed to change. Along with photography, the font choices needed to feel brand-appropriate, legible to an older audience and attract a younger customer.
It was time to focus on what Pendleton does best -- beautiful, American-made fabrics. By emphasizing this in all brand aspects, they instantly elevated their digital and print presence to appeal to new and loyal customers alike.
AFTER
The photography focused less on studio lights and picture perfect poses and more on relaxed, elevated lifestyle feel. Natural light and staging became the norm so the products could shine. They ditched dated "Didot" font and opted for one that felt more Americana called "Modesto" whish spoke more to their handcrafted heritage.
