ABOUT

Autason had grown into an established premium menswear brand, built around understated luxury and European heritage. With ambitious expansion ahead, it was time to look again at the foundations of the brand and ask whether they were strong enough to support where the business wanted to go.

The Brief

What began as a campaign commission quickly revealed a bigger opportunity. With Autason preparing to expand and launch a new sub-brand, I proposed looking beyond the immediate campaign to define what the brand stood for — then using that thinking to shape everything that followed.

The Work

We rebuilt Autason from the brand story outwards. From the Summit drew on its Alpine heritage, creating a legend of a journey into the mountains to retrieve an edelweiss for a loved one — a story of devotion, courage and aspiration that gave the brand a world of its own.

From there, I led the complete rebrand: a new logo and visual identity, patterns, labels and packaging, store design and POS, website, campaign film and supporting video content. Essentially, every element Autason needed to step forward as a new brand.

The Impact

The new identity became the foundation for Autason’s next phase of growth, shaping how the brand looked, spoke and presented itself at every touchpoint. It supported a significant expansion of both its retail footprint and ecommerce business, with the brand world we created continuing to define Autason’s image as it grew.