We worked closely with Banana Republic’s leadership and in-house team to develop a new identity for this iconic American brand.

From the famous illustrated catalogs and the unisex styling of safari pieces, to the classic workwear staples, we all have memories of Banana Republic. When Banana Republic invited us to collaborate on a new brand identity, we knew we wanted to build on this heritage.

The identity is built around a bespoke typeface inspired by the letterforms of the original logo, drawn by Colophon Type Foundry. The typeface connects Banana Republic’s past to its future: beautifully drawn for both print and digital, the font is easy to use, without complicated rules. The typographic system is the stable scaffolding that supports a rich brand world with the spirit of adventure at the heart of Banana Republic.

The new identity is connected to the brand’s history, without feeling dated. It draws from Banana Republic’s heritage to create something modern and ownable.

Type Foundry: Colophon

Photographer: Clement Pascal

Launched in September 2021, the identity will roll-out across marketing, advertising, retail, social, signage, packaging, and brand codes.

Full case study coming soon.