A flexible brand platform, visual identity and retail strategy for the much-loved Canadian fashion brand.
We partnered with RW&CO to transform the RW&CO brand, to become the most loved and trusted for dynamic, modern lifestyles. The new positioning is designed to engage a new generation of fashion conscious consumers, elevate RW&CO’s status as a fashion authority and boost its brand presence in Canada.
Elevating RW&CO’s status as a fashion authority
RW&CO’s first ever flagship, the St Bruno Montreal Store, enhances the customer experience through modern detailing, curated product collections, and a light-inspired fitting area designed for comfort and discovery. An open, inviting façade is anchored by a central ‘totem’ wall, giving the store a recognisable and iconic presence within the mall. The interior is organised into distinct destinations supporting both everyday and occasion-led shopping.
A new chapter in retail experience
We developed a refreshed identity for RW&CO that reflected RW&CO’s confident, considered, and precise personality, creating a cohesive brand platform while reinforcing its core values of trust, quality, and curated style. A muted neutral palette ensures timelessness and flexibility, while bold accents of orange and blue introduce energy and contrast, balancing refined simplicity with confident expression. A refined black-and-white logo introduces a consistent typeface and balanced proportions. Designed for versatility, the identity adapts seamlessly across labels, signage, and digital touchpoints.
A confident, cohesive brand identity
A dedicated Occasion Destination at the rear focuses on formalwear and tailoring, wrapped in warm timber to evoke a walk-in wardrobe and complete with styling suites, a service desk, a central lounge, and spacious fitting rooms. At the front, the Essentials Wardrobe presents everyday icons through double-height merchandising, while Living Lookbooks curate styling across mannequins, tables, and digital screens. A bold blue service hub anchors the space as the key point for checkout, as the new logo and expanded colour palette bring heightened expression to the overall experience.
A journey through style
The refreshed identity introduces a new tone of voice that is self-assured, refined and conversational, using empowering, authentic and uplifting language. Creator-led social campaigns and street-style–inspired art direction bring this to life, showcasing fresh ways to style pieces and enabling RW&CO to speak about fashion in an authentic, engaging way.
Refined tailoring meets modern street style
“ We’ve evolved to meet our customers where they are today and where they aspire to be tomorrow, blending innovation, design, and connection to create experiences that are authentic and inspiring.”
