LL BEAN REBRAND
LL Bean
Advertising + Brand Identity
Creative Director, Designer + Photographer
The fashion industry is evolving and young consumers are craving something real. Apparel production is the fastest it has ever been, clothing quality is degrading, and brands are losing touch with the qualities that once made them unique. To keep up with these changes LL Bean needed a refresh.
Historically gaining loyal customer bases through catalog advertising, it was time for LL Bean to step into the mainstream world with a campaign that speaks to the authenticity, quality, and care the company puts into its products, the brand’s aim was to redirect attention to a younger consumer base.
As the negatives of fast fashion are becoming more evident, many younger consumers are looking for alternative brands that are quality, sustainable, and feel authentic. This rebrand focuses on reaching younger demographics by highlighting and repackaging characteristics LL Bean already possesses. The rebrand positions the company's products in a fashion forward light and reaches the target audience through more mainstream ways of advertising.
