American heritage brand Stetson is rolling out a global rebranding effort involving a new modern identity and e-commerce experience. The exercise is Stetson’s first first visual refresh in more than 20 years, undertaken in collaboration with boutique Dallas-based agency, Tractorbeam. The firms explored the brand’s extensive archive, examining logos, marks and expressions from the 1860’s through to the modern era. Then, the teams developed a brand projection that uses historical assets in k
n keeping with Stetson’s roots.
The new brand identity will roll out globally across stores and consumer touchpoints over the next year, beginning with a launch this week on the new Stetson.com website.
“The relaunched Stetson.com combines legendary heritage and modern commerce to deliver a best-in-class experience,” said Stetson’s SVP of marketing and e-commerce Andrea Bozeman.
“This refresh speaks to Stetson’s timelessness, enduring relevance, and ability to adapt,” said Stetson Worldwide president Xiao Li Tan.
“The Stetson brand is synonymous with Americana. Our products are iconic in the imagery of the Old West, our dress hats were worn by the jazz legends and we’ve outfitted the National Park Service and US Cavalry soldiers. Stetson’s updated brand identity speaks to our legendary heritage and history, with an eye for appealing to the modern consumer.”
