Cole Haan

After losing its identity and being sold as a failing brand by Nike, Cole Haan desperately needed to figure out a meaningful brand approach. Focusing on heritage and craftsmanship didn’t work. Aligning the brand with NYC also failed. And, although product innovation proved financially successful, it confused the brand message resulting in alienated former customers without attracting a larger new consumer group. Cole Haan was out of ideas and it was clear a new approach was necessary. 

Our solution was to remove everything that wasn’t necessary and create a timeless, classic brand that felt like it had always been there. No grandious statements, simply simplicity and elegance with lots of space for consumers to reconnect with a brand they loved on their terms.