Hering: reiventing an icon

Fashion Retail

Hering is one of the biggest names in the Brazilian fashion retail landscape. The brand is known for its timeless basics (especially the plain white T-shirt). In recent years, the brand had struggled to keep it’s desire level high, especially among the young and digital consumers. It was a beloved brand, but not as relevant as it had been in the past. We developed a brand positioning that highlights the brand’s legacy and rethinks what’s basic as well, a visual identity that encompasses it’s Brazilian flare with a colorful minimalism and a tone of voice that that makes communication light and straight to the point.