Tilley
An identity update for an evolving and beloved heritage brand.
Tilley is inspired by life outdoors from city to trail. This iconic Canadian brand is in its 4th decade of business and is now under the ownership of Joe Mimran, Canada’s thought leader in style. As always, Joe brings an energized vision for product design that expands its customer base. In this case, Tilley’s audience now spans the original customer to the new city dweller who gravitates towards wide open and natural spaces.
When SOCO started working with Tilley, the identity system needed an update to align energetically with the elevated and functional fashion direction that Joe Mimran and his design teams were developing. Applying a refined, minimal and modern treatment introduced an extensible common thread through seasons and across channels. Vivid storytelling and rich campaign imagery, underlined by an aesthetic befitting of a Canadian style guru has added dimension to a growing and well-loved hat and apparel line that is in a perpetual state of evolution.
In collaboration with the Tilley team, SOCO modernized and refined the logo, made official the tagline “Inspired by life outdoors.” and developed a detailed “Tilley Brand Book” that would guide internal and external creative teams alike with space to grow. The Tilley Brand Book places focus on unique creative expression that inspires and aligns across all consumer touchpoints; labels, store branding, digital content, blog entries, and campaigns – always tapping into a beloved Canadian spirit that finds joy in life outdoors all year round. In effect, we worked together to take the brand identity system out of the past and into a dynamic future state.
The Outcome:
- Refreshed the brand with clear and modernized positioning, vision, logomark, iconography, visual language, and voice.
- Conceptualized and directed campaigns bringing forth disruptive, high-style moments to mark a new day.
- Identified and prioritized existing and potential market segments beginning a brand journey to luxe activewear that would take its customers from city to trail in head-to-toe style.
- Kick-started improvements in design to a limiting website providing the architecture for newness via the presentation of statement products and an easier shop.
- Launched Tilley’s blog, the “Weekender” as a custom build outside of the Shopify site, with shippable content that adds credibility and beautiful depth with opportunity for rich storytelling and imagery.
Photo Credits
FW21 – Location: Ell House in PEC Ontario, Photographer: Carlyle Routh, Styled by: Adrienne Shoom, H&M: Caroline Levin, EP: Claire Adams, CD: Solange Rivard / SOCO
SS21 – Location: Cosmos in Muskoka, Photographer: Carlyle Routh, Styled by: Adrienne Shoom, H&M: Caroline Levin, EP: Claire Adams, CD: Solange Rivard / SOCO
FW21 – Studio – Photographer: Carlyle Routh, Styled by: Adrienne Shoom, H&M: Caroline Levin, EP: Witchhouse Productions, Campaign Collaborator: Claire Adams, CD: Solange Rivard / SOCO
SP22 – Location: Whytecliff and Cypress Falls Parks in Vancouver BC, Photographer: Alex Waber, Styled by: Sonia Capriceru, H&M: Maria Walton, EP: Claire Adams. CD: Solange Rivard / SOCO
The Icon Edit – Studio – Photographer: Wade Hudson, Styled by: Daniela Bosco, Produced by: Elle Alconcel, Campaign Collaborator: Claire Adams, CD: Solange Rivard / SOCO
S22 – Location: Farmview Cabins in Acton Ontario, Photographer: Carlyle Routh, Styled by: Vanessa Popoli, H&M: Caroline Levin, EP: Claire Adams, CD: Solange Rivard / SOCO
