American Eagle Premium Denim Brand Development - AE77
American Eagle entrusted us and our creative partners to develop an entirely new Premium Denim brand that paid homage to AE without the heavy baggage of commodity consumer reflection. We went into name generation simultaneously with logo treatment to help inform our decisions on the narrative and character of the new brand voice. The project went from naming to identity, to marketing, On Product Marketing, all the way through boutique shop conceptualization. Quite literally from fire start to bonfire. In 2024 the brand was absorbed into the AE mix as their high-end denim offering. As well, the shop concept informed the “Lighthouse” redux of current AE stores to much sq. footage sales success.
Note: The first identity of AE77 seen in this slideshow is the final identity.