Vans Rebrand

A collaborative project

The ask: To develop a rebrand for a national brand that takes into account the brand’s existing target market, weaknesses, and new brand strategy.

The Process

  • My partner and I researched using sources such as the Vans website, various articles, and course lectures.

  • In order to develop a rebrand that aligned with the company’s values, it was important to identify the brand’s existing identity and target market. After reviewing the Vans history, relevant archetypes, and key-words, we were able to begin the rebrand process.

  • When identifying the brand’s weaknesses, we noticed that Vans suffers from an increase in competition, a surplus of SKU’s, and a reliance on subculture popularity.

  • Taking into account Vans’ weaknesses, a rebrand that involved collaborating with high-end brands and celebrities and an overall simplification of the brand would be the best business strategy.

The Final Product

The rebranding of Vans involves a deep-dive into the history of the brand including its target market, brand archetypes, and evaluation of its weaknesses. A rebrand that takes into account the evolving consumer while staying true to the brand’s roots was developed for Vans in collaboration with Jared Hennigar.

The full slide deck can be accessed here.

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