Canadian retailer RW & Co. Unveils a new brand identity with Dalziel & Pow, with a modern logo, refined typography and authentic stories.
Canadian fashion store RW & Co. has unveiled a daring Rebrand in collaboration with Global Strategy and Design Studio Dalziel & Pow. What started as a project focused on store design, quickly evolved into a complete brand transformation, which positioned RW & Co. To make a deeper connection to a new generation of fashion-conscious consumers, while he confirms his place like a Canadian fashion support pillar.
A uniform and self -assured identity
The renewed identity reflects the core values of RW & Co. The core of the redesign is a new black-and-white logo, confident, accurate and stripped of punctuation, manufactured to feel modern, inclusive and adaptable in every contact point, from clothing labels to signage to digital platforms.
Dalziel & Pow carefully refined the distance and relationships to achieve a calm, balanced composition. This simplicity brings coherence and gives room for moments of more expressive stories.
Typography, color and expression
The new typographic system is a supplement to the clarity of the logo with a refined, simple approach to messages. In the meantime, the color palette extends beyond black and white: a basis of simple, timeless tones now anchoring communication, combined with a supporting set of richer shades for packaging, shopping bags and campaign visuals. The result is a visual identity that balances consistency with dynamics.
Tell stories in motion
Central to the Rebrand is a shift in images and voice. RW & Co. Now focuses on authentic stories, show how his clothing live in the real world, how people move, connect and express themselves in daily life. Given through street photography and urban energy, the visuals emphasize compound lifestyles, while also celebrating and finishing the quality substances that define the clothing of the brand.
The new tone of voice follows the example: self -assured yet conversation, designed to raise and elevate empowerment while staying true to the roots of the brand.
Look forward
With more 80 stores rural, RW & Co. Remains a staple in Canadian shopping centers. This rebrand not only gives the brand a renewed visual language, but also lays the foundation for an evolution of the experience in the store, which will be unveiled later this year.
As Mathieu Bouchard, Director of Marketing and Partnerships at RW & Co., comments:
“Our goal is to build a marketing strategy that not only stimulates growth, but also deepens our connection with the public that is the most important.”
Oliver Ellis, associated creative director at Dalziel & Pow, adds:
“Fashion is constantly evolving, so it’s important to make an identity that can grow with the brand while you stay true to the core.”
About Dalziel & Pow
Dalziel & Pow is an award-winning global strategy and design studio that is known for making visionary strategies and impactful identities. Their portfolio includes more than 20 countries and includes collaborations with M&S, John Lewis, Boots, EE, Guinness Storehouse, Hamleys, Google and Next.
See more work by Dalziel & Pow
For the readers of Abduzeedo, this project shows how thoughtful design systems, from typography to tone, can unite the presence of a brand about channels and at the same time leave room for authentic expression. It is a memory that strong identities are not static; They are built platforms to evolve.
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