Walpole: Why is this moment important and what does this rebrand represent for the company?
Luis Roberto Ortega: An update on a logo means evolution for a brand. The consumer of today is constantly evolving and we want to be part of this consumer change. Our Hackett rebranding is an evolution that considers the following: first, our “bowler & umbrella” icon had no updates, we believe in it as our main icon and we continue to build around it; and, second, our new Hackett Sans Serif logo represents the mix of consumer sensibility with today's trend for simplicity.
Inspired by our founder Jeremy Hackett, we decided to “keep it simple” and find the right balance between sensibility and simplicity to continue leveraging the elevated DNA and the British essence of the brand.
What has prompted this rebrand?
At Hackett, we are always looking to provide value to our customers without losing focus on our heritage and DNA. To walk beside our customers and to be part of both unique and everyday moments is what moves and inspires us. Inevitably, this made us talk about our identity as a brand. We concluded that we wanted to propose a contemporary evolution to our identity.
Additionally, the rebranding also allows us to show the consumer the evolution of our offering as a label. The traditional British tailored product meets the rest of the collection to build a full offer for the modern man of today: the quintessentially British take on smart-casual.
Why is this rebrand important for Hackett?
Hackett is on a mission to re-energise right now. This motivates us to build stronger brand equity by shifting towards a contemporary and relevant identity that empowers our brand.
What does this rebrand mean for the company, moving forward?
This evolution of our brand means that we keep moving forward with the times, as we’ve always done. Inspired by founder Jeremy Hackett’s lifelong motto, “keep it simple", Hackett wants to reclaim the twist of its British identity.
By transforming the typography of our logo to a contemporary sans serif and by creating different applications with and without our icon (the "bowler & umbrella"), we believe that we have successfully adapted our graphic image to the latest trends.
hackett.com
