American outdoors brand Eddie Bauer has unveiled a global rebrand under a new brand evolution strategy, led by its current CEO Tim Bantle.
Bantle, who has been in charge of the retail chain for a year, previously began utilising Eddie Bauer’s storied DNA with the goal of adapting the brand’s identity in an effort to increase consumer interaction and promote the company internationally.
Bantle plans to take Eddie Bauer to its next level of development while maintaining its essential principles and modernising them. This is evident in the brand’s new logo and updated retail display, two components that give a glimpse of its comprehensive global redesign.
The company’s logo, in particular, adopts new shapes, moving away from its legendary cursive script in favour of a simpler font style that contrasts with a scaled-down version of its iconic eagle image.
In a press statement, the company, which is owned by Authentic Brands Group, said, “Reflecting on his learnings about the nearly century-old company, Bantle seeks to develop the next generation of Eddie Bauer customers through several strategic initiatives that ensure everyone can get outfitted for the outdoor experiences they want to have.”
