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Henschel Hats sought a clear brand identity that appealed to a direct to consumer audience while unifying their diverse product lines. They needed their logo and color palette to be less complicated, easier to recall, and utilize more modern design principles. The photos needed to convey a lifestyle the customers live, or want to live, as well as the quality of the hats. Finally, they brand needed to stand out from competitors while aligning with current expectations in marketing communications. Through customer research, including AI analysis of Amazon reviews and in-depth brand interviews, we identified several core customer profiles and found the similarities in their motivations. By focusing on the common denominators, we distilled the essence of Henschel Hats into a singular, compelling brand narrative. This strategic approach streamlined their marketing efforts and positioned the brand for maximum impact.
