Canadian fashion retailer RW&CO. unveils rebrand developed in partnership with global strategy and design studio Dalziel & Pow. RW&CO. had initially approached Dalziel & Pow to work on a new store design, but the project quickly evolved into a brief to transform the RW&CO. brand, to become the most loved and trusted for dynamic, modern lifestyles. The new positioning is designed to engage a new generation of fashion-conscious consumers, elevate RW&CO.’s status as a fashion authority, and boost its brand presence in Canada.
The new positioning reflects RW&CO.’s core values of trust, quality and curated style, and has been developed to give a single, cohesive identity across all its touchpoints and collections, whether they’re aimed at men or women. The new brand identity gives RW&CO. the ability to tell different stories with consistency yet allows for more dialled up brand expression.
A new black and white logo better reflects the brand’s personality — confident, considered, and precise – while bringing everything into a consistent typeface and removing the punctuation of the previous logo. Dalziel & Pow carefully adjusted the spacing and proportions to create a calm, balanced feel that is modern and inclusive, speaking confidently to all genders and all styles. The identity is designed to be adaptable across a wide range of touchpoints, from garment labels, to signage, to digital applicatications.
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