Case Study: HAGS refreshes its brand to inspire all generations with The Foundry

HAGS refreshes its brand after 75 years with The Foundry

The Foundry worked with HAGS, an international outdoor recreational equipment manufacturer, on a brand refresh. The challenge was that HAGS's brand design was not successfully delivering its core "Inspiring all generations" proposition. The Foundry was tasked with helping HAGS better understand its customers and evolve its brand to appeal to buyers across its different product categories.

The Foundry conducted extensive research and created a new brand style that retained the existing logo but introduced a distinct color palette for each product category, a new photography treatment showcasing different generations, and a fresh family of typefaces. The solution was rolled out with a new brand book and launched at the HAGS Sales Conference. The rebrand successfully helped HAGS highlight its values to connect with the next generation after 75 years in business.

HAGS