Penningtons needed a brand rethink that went beyond a visual refresh. As a national plus-size fashion retailer within the Reitmans group, the brand had reach, but lacked the depth of engagement and sense of purpose its audience deserved.

The work focused on giving the retailer more confidence, cohesion and relevance, creating a new identity platform that could bring the brand to life across the store experience. This included a new wordmark, in-store applications, tone of voice alignment and exterior branding direction; all aimed at making Penningtons feel more distinctive, welcoming and connected to the women it serves.