When you have, as HBI CEO Steve Bratspies put it, a ‘once-in-an-era opportunity’ to change the corporate brand for one of America’s biggest apparel brands, you grab it with both hands.
A corporate brand that’s anything but corporate
The challenge
A once-in-an-era opportunity
The big idea
A brand that’s fit for all
HanesBrands Inc are a house of brands, incorporating household names such as Hanes, Bonds and Playtex. We wanted to sum up the energy and vitality of these sub-brands into their corporate identity.
“
"We set out to turn traditional corporate branding on its head. Energy, fun, approachability — we've wrapped all the things HBI's sub-brands stand for into their corporate identity."
Rich Boyle — Design God, Woven
Something borrowed, something new
It was important not to throw baby out with bathwater, so we just tweaked the colour palette and typography.
But it was the way these elements were brought together, combined with more kinetic and joyful imagery, that created something reinvigorating for HBI.
Win as One
Having revamped the corporate brand, we then created an identity for their next growth phase strategy. It needed to be punchy, positive and capture the belief needed to power this business for the next generation.
A brand built to inspire
From naming to logo, colour palette to photography, our Win as One identity is as ambitious as the HBI boardroom’s goals.
Defined by bold colours and gutsy messaging, it’s a rallying call that will help drive HBI’s colleagues to even greater heights in the coming years.