Edgars Rebrand

→ Edgars Clothing, Beauty and Homeware

Edgars, one of South Africa’s oldest fashion retailers, had lost touch with their market. They were on the verge of bankruptcy, and we were tasked with making them relevant again and reconnecting the brand to culture.

I was tasked with leading the redesign of their brand identity. This involved a complete overhaul of their brand across every single touchpoint.

Their fragmented portfolio of brands – Edgars, Red Square and Boardmans – were brought into a monolithic structure in order to simplify things and bring consistency and strengthen the brand. They became Edgars, Edgars Beauty and Edgars Home.

The iconic red square asset was retained and used as the inspiration for the design system. Every aspect of their identity was redesigned.

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The Launch Campaign

To relaunch the new brand, we created “DON’T TELL ME WHAT TO DO!”, an African Musical that used over 30 creators to reconnect the Edgars brand to culture.