COLDWATER CREEK
REBRANDING PROGRAM
The Coldwater Creek Rebranding program began in 2012 and was completed and implemented 2 years later.
The project was a complete overhaul of the retail company, calling for a more modern, fresh, contemporary direction that would make the brand more relevant and aspirational to the then retail climate.
The project stipulated a new or revised logo, brand color, identifiable icon, and monogram. These were then extended to brand standards, retail packaging, store retrofits, window display concepts, garment marketing, promotions and loyalty programs.
sadly the implementation was short lived: one year after the launch of the program, a new CEO replaced
the old and the company reverted back to the original, older program.
INITIAL LOGO STUDIES
Various Typefaces were explored before selecting several that would then have characters edited to make it more proprietary and shift the typeface away from the original source.
ICONOGRAPHY, MONOGRAMN & BRAND COLOR.
THE COLDWATER CREEK REBRANDING CALLED FOR A SYMBOL AND MONOGRAM THAT COULD BE USED ACROSS ALL APPLICATIONS AND PLATFORMS. COLOR HAD TO BE MODERN, FRESH, RECOGNIZABLE, AND STAND-OUT AMONGST AN OVERCROWDED MARKET PLACE. ALL ELEMENTS to encompass the company's customer FEMININE profile and
CAPTUre THE ESSENCE OF THE COMPANY'S HOME STATE OF IDAHO.
INITIAL ICONOGRAPHY SKETCHES AND IDEAS. IT HAD TO BE DESIGNED SO THAT IT COULD BE USED
AS A STAMP OR INVERTED TO WORK ON BOTH DARK AND LIGHT BACKGROUNDS.
MONOGRAM DESIGN HAD TO BE DESIGNED SO THAT IT COULD BE USED ALL ACROSS ALL PLATFORMS WHILE HAVING THE CAPABILITIES TO BE WOVEN
AND EMBROIDERED. DOZENS OF COLOR PALETTES WERE EXPLORED BUT ULTIMATELY A BRIGHTER, FRESH GREEN WAS CHOSEN.
FINAL LOGO, ICON, MONOGRAM AND COLOR
FOR THE FINAL WORD MARK LOGO, IT WAS DECIDED TO UPDATE THE CURRENT, RECOGNIZABLE LOGO TO BE MORE
IN KEEPING WITH THE BRAND HISTORY. IT WAS AGREED THAT A DEER ENCOMPASSED THE BRAND'S ESSENCE
AND BE A REPRESENTABLE ICON FOR THE STATE OF IDAHO. THE MONOGRAM REFLECTED THIS APPROACH BY MARRYING
THE CWC LETTERS AND A STYLIZED VERSION OF A STAGS HORNS WHICH WAS THEN PUT INTO REPEAT TO CREATE
THE RETAIL AND BRAND PATTERN.
EXTENSIONS - RETAIL PACKAGING
THE BRAND IDENTITY WAS APPLIED TO THE RETAIL PACKAGING PROGRAM. BAGS AND BOXES WERE BOTH SELF-FOLDING
WITH THE ADDITION OF A COUPLE OF SET-UP BOXES FOR THE MORE EXPENSIVE, SELECTIVE GIFTING ITEMS.
EXTENSIONS - STORE ENVIRONMENT AND LOYALTY PROGRAMS
THE RETAIL PROGRAM WAS THEN EXTENDED FURTHER INTO ENVIRONMENTAL GRAPHICS, GARMENT MARKETING,
STORE RETROFITS, WINDOW DISPLAY CONCEPTS, AND HOLIDAY PROMOTIONS.
