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Le Chateau Menswear Rebranding

Saint-Laurent, Quebec, Canada • 2011

Retail re-branding for a venerable Canadian menswear line.

Canadian fashion retailer Le Chateau engaged Circular to rebrand their namesake menswear line, which dates from 1959. We quickly concluded that the menswear needed a distinct retail environment that could stand apart from the women's clothing and better express a new brand story. The solutions put forth a clear sophisticated brand image while answering the operational needs of Le Chateau and its large existing retail estate. Some menswear stores would be free standing but the many would operate as conjoined twins of the women's shops. Fixtures would have to be modular and flexible but had to convey the brand story and not appear generic. The new identity and retail environments express the masculine, contemporary aesthetics at the heart of the Le Chateau menswear line, and have been specifically tailored to address men's lifestyles and shopping habits.

Canadian fashion retailer Le Chateau engaged Circular to rebrand their namesake menswear line, which dates from 1959. We quickly concluded that the menswear needed a distinct retail environment that could stand apart from the women's clothing and better express a new brand story. The solutions put forth a clear sophisticated brand image while answering the operational needs of Le Chateau and its large existing retail estate. Some menswear stores would be free standing but the many would operate as conjoined twins of the women's shops. Fixtures would have to be modular and flexible but had to convey the brand story and not appear generic. The new identity and retail environments express the masculine, contemporary aesthetics at the heart of the Le Chateau menswear line, and have been specifically tailored to address men's lifestyles and shopping habits.

DESIGN TEAM

Jordan Parnass,

Sean Karns,

Anthony Moon,

Seth Embry


Canadian fashion retailer Le Chateau engaged Circular to rebrand their namesake menswear line, which dates from 1959. We quickly concluded that the menswear needed a distinct retail environment that could stand apart from the women's clothing and better express a new brand story. The solutions put forth a clear sophisticated brand image while answering the operational needs of Le Chateau and its large existing retail estate. Some menswear stores would be free standing but the many would operate as conjoined twins of the women's shops. Fixtures would have to be modular and flexible but had to convey the brand story and not appear generic. The new identity and retail environments express the masculine, contemporary aesthetics at the heart of the Le Chateau menswear line, and have been specifically tailored to address men's lifestyles and shopping habits.

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