The next generation of Gant, a story across 64 markets

After considerable success for most of the last century, Gant entered the 21st century with an ageing customer base jeopardizing the future of the brand. Parent company Maus Frères, Switzerland’s largest retail group, had an ambition to benchmark Gant’s branding with sister company Lacoste. No small feat.

Total immersion


After extensive global internal and consumer research, a few key insights emerged. Gant had not communicated its brand story consistently, which resulted in a perceived lack of authenticity. The retail ranges were also managed as separate brands and lacked cohesion. Gant was a brand that had lost its halo.


A great story never told


We had the ambition to elevate historical values that had not been manifested enough. The brand strategy journey began with uncovering Gant’s heritage: a white shirt producer for the Ivy League, around since 1949. We then clarified their USP: fashionable enough for dinner parties, but not out of place at work.

Perspective shift


Developing personas and mapping the customer journey lead to insights that helped to shift positioning from recreational coastal living to sophisticated cosmopolitan everyday wear. In turn attracting a younger target group, gaining a larger share of wallet, and rejuvenating the brand for the next generation.


They changed the world, not the shirt


With well-formulated insights, we set out to transform Gant into a true lifestyle brand with a product focus at the heart of the brand. A brand representing a functional yet flexible wardrobe of shirts and blouses as hero products. Our ambition started with designing the platform around one major focus: the shirt.

One brand, one identity


To support Gant’s premium appeal, the new identity was developed with craft perfection in mind. We also set out to streamline visual assets, developing a bespoke typeface, Gant Modern, based on Gant’s original brand symbol, “the diamond G”, from 1949. Uniting all apparel lines within one strong visual identity.

Worldwide implementation


With assets, templates and the roll-out plan in place, we then successfully project managed a 360° implementation in a total of 64 markets. The result was overwhelming. The launch was welcomed and celebrated by the owner family, Gant’s management team and their 30 unique international partners.


  • Brand architecture

  • Brand platform

  • Brand positioning

  • Naming

  • Qualitative and quantitative research studies


  • Visual identity

  • Bespoke typeface

  • Iconography

  • UI design

  • Packaging

  • Retail/ Environmental

  • Guidelines


  • Verbal Identity

  • Implemenation plan

  • Design templates

  • Office templates


  • Legal guidance

  • Protection


  • Rebrand100 2016, Bronze consumer identity, Gant