Worldwide Partners Inc. | A New Era For Canada’s Oldest Brand

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A New Era For Canada’s Oldest Brand

Client

The Bay

Location

Canada

Agency

LG2

Campaign Elements

Advertising
Brand Strategy & Development
Customer Relationship Marketing
Graphic Design
Package Design
Production
Visual & Experience Design

Project Overview

Founded in 1670, The Bay is Canada’s oldest brand. Over the past 352 years, The Bay has gone through multiple changes and transformations to adapt to an ever-evolving market. In today’s retail environment, it can be challenging for a large retailer to foster the same emotional connection as smaller, direct-to-consumer brands, and even more difficult to combat the convenience offered by the Amazons of the world. Transforming The Bay from a traditional brick and mortar retailer to a modern, digital-first lifestyle marketplace became the top priority in the retailer’s race to reconnect and create meaningful, lasting connections with new generations of consumers. It was time for a significant brand refresh, from the masterbrand to the loyalty program.

Details

Our mission was to overhaul the brand guidelines and design system in order to re-introduce this legendary company to Canadians. This would primarily be measured by new Rewards loyalty member acquisitions and member engagement levels.

Our work began with The Bay’s new brand signature: “Live a Colourful Life.” This positioning was reinforced by the company’s diversified retail offer: hundreds of thousands of curated products across all categories, from fashion to kitchenware, homeware, electronics, etc. This overarching diversity became a strategic angle.

We celebrated everything Canadian, starting with our new brand font, created by a Montreal-based typographer. We created a flexible and elevated design system crafted for the speed and volume of retail, no matter the message or the medium. And, to embrace the retailer’s iconic status, we used The Bay’s stripes as a simplified brand signature and a visual endorsement on every piece of creative.

Learn more about this campaign: https://lg2.com/en/our-work/a-new-era-for-canadas-oldest-brand

“We needed The Bay's iconic brand to reflect the transformation of our business and connect to a new generation of Canadians, all the while staying true to our heritage.”

Daniel Koppenol
Vice President, Executive Creative Director

Campaign Elements

Project Overview

Details

“We needed The Bay's iconic brand to reflect the transformation of our business and connect to a new generation of Canadians, all the while staying true to our heritage.”Daniel KoppenolVice President, Executive Creative Director

“We needed The Bay's iconic brand to reflect the transformation of our business and connect to a new generation of Canadians, all the while staying true to our heritage.”

Daniel Koppenol
Vice President, Executive Creative Director