Over a series of acquisitions and commercial realities, the Bass brand had split in 2: an outlet-driven outdoor clothing brand and a forgotten iconic preppie loafer, rooted in the rise of Wall Street and status-driven life code that had once been a Boomer’s dream. For a new generation of audience demanding authenticity and purpose amidst a context of over-marketing, the only way to unite and re-energise the narrative was to dig deep into its DNA and create a meaningful and credible brand story to resonate with a new generation.

By excavating deeply-buried truth points and values, we were able to breathe new life into the brand and create a coherent, unified and utterly authentic brand story. The brand style signature, brand identity and retail channels were given a total overhaul to result in inspiring heritage-based codes and cues, stylised for a contemporary millennial consumer.