Tapestry
Weaving together a luxury house of brands.
Coach, Inc., the parent company of Coach, Kate Spade New York, and Stuart Weitzman, had a vision to become a global luxury house of brands. To get there, it needed a new identity that would elevate and distinguish the corporate umbrella from its portfolio of individual sub-brands. Through a ground-up brand development process, we developed a new name, story, and visual identity that confidently positions the company for continued growth and expansion.
Insights
With an expanding roster of brands, and a persistent issue of being conflated with its Coach retail brand, the corporate entity was becoming something larger than the legacy Coach, Inc. name could hold. It needed a new name that would communicate directly to the investor community and to potential acquisition targets, clarifying its status as a richly varied and expanding house of brands.
Idea
We wanted to find a name that would tie together the organization’s global values of optimism, innovation, and inclusivity, while still embracing the diversity and individuality of its brands and employees. Our process of deep listening across business units in all three brands led to the brand positioning idea of “Individual Expression. Collective Beauty” which in turn inspired the Tapestry name.
Impact
To bring Tapestry to life, we created an all-new brand story, tone of voice, and visual language. Warm, modern, and energetic, the new identity lays out a bright future of growth for the company—one that other luxury brands aspire to be a part of, that investors believe in, and that employees are proud to have created.
Brand Positioning
We conducted an intensive discovery process to understand the business’ presence in over 55 countries around the world. We spoke with employees in stores, showrooms, and offices across Europe, Asia, and the U.S. to hear their unique perspectives and learn what binds them together. The result became a new set of corporate values, which directly inspired the brand positioning and name.
Brand Expression
For the heart of the identity, we chose a vibrant, optimistic yellow, paired with a stark yet subtle black-and-white textural brand pattern. Deployed in conjunction with elegant typography and photography that embodies the spirit and energy of this global company, the toolkit provides a simple, unmistakable visual style for the parent brand.
Website
We also designed a responsive website for investors, employees, and future brands to experience what it means to be a part of this diverse and growing house of modern luxury.
Brand Activation
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