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.

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