Tilley Brand Refresh

Tilley is a classic Canadian travel apparel brand, known largely for its famous hat. To create relevance with a younger audience, Tilley launched a fully integrated multi-channel campaign with a focus not just on selling clothes, but instead on selling the romance of the travel experience that Tilley clothing could enrich. The fully integrated campaign included updates across all of the brand’s digital and physical touchpoints, including an in-depth look at branding and design. Cundari modernized the design and layout of the FSI and catalogue and created a Look Book with an editorial flair. This aesthetic was transferred to the physical retail experience as well; we designed new hangtags with romantic travel imagery, as well as revamping hangers, bags, boxes, hat labels and the owner’s manual.