case study

Woolrich, founded in 1830, is one of America’s oldest outdoor apparel companies. Known for its rugged cold-weather gear and iconic “buffalo check,” the brand wanted to preserve its legacy while modernizing its image to appeal to a younger, globally conscious audience. This case study explores a branding refresh—including logo development, audience research, and visual direction—to help position Woolrich as a forward-thinking yet heritage-rich brand.

• Aging Brand Perception: While Woolrich has a strong legacy, it risks being seen as outdated by younger consumers.

• Modern Relevance: Competitors like Patagonia and Canada Goose were leading the conversation in sustainability and style.

• Need for Visual Refresh: The current logo, while modern, lacked depth in communicating the brand’s values (sustainability, heritage, quality).

• Logo Redesign:

  • Moved from a literal sheep logo to a more abstract symbol emphasizing raw materials and sustainability

  • Conducted logo testing via surveys to gather consumer input on design and values alignment

• Brand Positioning: Balanced tradition with modern innovation; emphasized craftsmanship, functionality, and ethical values