Eddie Bauer is undoubtedly one of America’s most iconic brands, steeped in a rich history of adventure dating back nearly 100 years to its founder and namesake. Although Eddie Bauer was the original American outfitter, after a number of owners, each with different expectations, the brand drifted from its core purpose in pursuit of growth. Bulldog was hired to help find the brand’s authentic core and build a brand platform to serve as the foundation for revitalizing and rebuilding the brand. We worked closely with the Eddie Bauer leadership team to frame a clear picture of the future state of the business and a new vision, mission and values to drive them back to success.
As we designed the brand platform, we created a visual story that highlights a love for adventure whether it be in the great outdoors or in your own backyard—after all, true adventure can be found anywhere. We also explored a refreshed identity system and set out to simplify and modernize the visual identity. We developed a more streamlined version of Eddie’s original signature paired with a classic font to create a system of consistency and cohesion across all facets of the brand. The result is a brand with a newly defined sense of purpose and a newfound passion emanating from every department, every catalog spread, jacket detail and photo shoot. Our journey together reaffirmed Eddie Bauer’s position in the world of adventure so they can continue outfitting America for the next 100 years.
