I.W. HARPER BRAND RELAUNCH

I.W. Harper is seen as elevated, sophisticated, and fashionable. But that has taken on a new meaning for our consumers. Through strategy and insights we discovered that our target, dubbed the ‘Savvy Creator’, is fueled by pursing future challenges and feel their confidence grow as they draw in others through social interactions. Plus, they don’t define fashion solely through formal attire. From their perspective, style comes from creating and defining new trends. So we created a visual identity for those whose stories are still be written and defining ourselves through those who embody our style and character. We took to the streets to find the intersection of grit and class and in turn carved out our space in a whiskey category filled with rustic and old design.