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Reclothing HanesBrands' sustainability offering with a redeveloped brand and new website.

HanesBrands are a £5.3bn clothing multinational under which sit a family of famous apparel brands, including Champion, WonderBra, Leggs and Bonds. With such incredible growth comes a responsibility to stitch sustainability into their entire business, from supply chain to store front.

The great thing is, HanesBrands have been doing it for years - they just weren’t shouting about it. And at a time when displaying your eco credentials has never been more important, they needed an agency that could build a sustainability brand and bring it to life on a new website.

We were more than happy to answer the call.

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A NEW BRAND, ALL SEWN UP

Tailoring the brand to the audience.

You can’t create a brand without knowing its purpose, its goals, and its target audience. So we started with a series of interviews and workshops with the HanesBrands team, from their CEO through to their regional brand managers.

At the same time, we took a look at their market, competitors, and buyer personas so we knew just how we’d make HanesBrands distinctive and relevant to its target audience.

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“We have the new raised bar for what all of our commercial sites should look like, act like, feel like, communicate. Newer, fresher, modern.”

Chris Fox - Global Head of Sustainability, Hanes

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It’s as much about the journey

The success of a website depends on its user experience. A site can look the part, with great imagery, video, copy, and so on. But if the user can’t find what they want quickly and easily, they’ll click off - and not click back.

We undertook user journey analysis to work out just what a typical HanesBrands user would want from this site - the information they’d like to know, the hierarchy of messaging, what next steps they could take, and so on.

This defined the structure of the site, making it eminently usable before our designers set to work making it look modern, fresh, and vibrant.

The result is a site that works as beautifully as it looks and reads - and that, most importantly, presents HanesBrands as a progressive business determined to make clothes the right way. For everyone.

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People, planet, product

We wanted to put what matters most to HanesBrands at the heart of this sustainability brand - and that’s the three Ps: people, planet and product.

This three-P format helped us tell their story of improving the lives of colleagues and customers, helping the planet, and reducing product waste. It was a way to weave all the separate good-news stories they had to tell into three cohesive content pillars.

The people, planet, and product theme will run throughout Hanes' #Project2030 goal to positively impact the lives of 10 million people and cut all single-use plastics from their operations.

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Helping HanesBrands improve the lives of 10,000,000 people.

Building a brand for a £5.3bn company.