stronghold retail creative

Retail Branding project for the oldest known American workwear brand.

Mike Cassel had obtained the abandoned brand rights and came to me with just the name and some old images from a 1900s Sears catalog. I adapted and modified the original typeface in order to retain the spirit of the original brand. I then created the little, sewn bound, brand history booklet that served as the hangtag for the denim garments. From there, I developed the store signage, woven labels etc., and collaborated with Mike on visualizing how a store and the branding on its products from the early 1900s would look and feel. The store is still an icon on Abbot Kinney Blvd in Venice, selling the highest quality, vintage-inspired denim and provisions. Mike is a true visionary. I worked with him on many of his projects from Bronze Age, VonDutch, etc.