
Step it up, gentlemen.
Jos. A. Bank
BRAND STRATEGY, VISUAL IDENTITY, LOGO, PHOTOGRAPHY, RETAIL POS AND MARKETING COLLATERAL, ADVERTISING AND WEB
Joseph A. Bank entered the formalwear market in 1905 and since then, he’s outfitted millions of men for formal events big and small. Over time, Jos. A. Bank started to lean heavily into a value offering and price-cutting marketing strategy which impacted perceptions. Hatch was tasked with reinventing the brand for a new generation: millennials.
BRAND STRATEGY, VISUAL IDENTITY, LOGO, PHOTOGRAPHY, RETAIL POS AND MARKETING COLLATERAL, ADVERTISING AND WEB
Joseph A. Bank entered the formalwear market in 1905 and since then, he’s outfitted millions of men for formal events big and small. Over time, Jos. A. Bank started to lean heavily into a value offering and price-cutting marketing strategy which impacted perceptions. Hatch was tasked with reinventing the brand for a new generation: millennials.
Strategy
Tradition is the revolution.
Design Principle
Inspire rebellion against casual cool.
Casual weddings and casual attire for more formal events have been taking center stage. We uncovered insights that indicated dressing it up with a suit or tuxedo is ripe for a comeback.
Design Principle
Speak to the bride, and the groom.
Today’s millennial grooms—and men in general—are more involved and style-focused than ever before. However, the females in their lives still play a pivotal role in decision-making. With that in mind, Hatch ensured all creative spoke not only to the men, but to their significant others as well.
Design Principle
Get back to
our roots.
Heritage is hot, and Jos. A Bank’s history started in 1905 with one tailor designing high quality menswear. Hatch took the brand back to that space, focusing in on the small details that make the overall product timeless, believing it need not be expensive, just perfectly tailored and discreetly accessorized.
Design Principle
Timeless teens.
Weddings aren't the only formalwear occasion. For the younger millennial, their big night to shine comes once a year—at prom. We extended our campaign to speak to the teen target with in-the-moment fashion photos.
Impact
Jos. A. Bank is a brand that just needs some updating, and we’re updating that brand as aggressively as we can. There’s a lot to talk about besides just price.Doug Ewert, Men’s Wearhouse CEO