Banana Republic

San Francisco

2023

Collaborated with Banana Republic's VP of Creative and executive leadership team to shape a transformative new brand platform for the legacy American retailer. This project included redefining the brand's positioning as well as visual and written identity, blending a new, modern sophistication with timeless appeal drawn from the brand’s San Francisco roots and adventurous spirit.

This strategic overhaul not only elevated Banana Republic’s relevance in today’s market but also set the stage for sustained business growth. By aligning creative vision with business objectives, we ushered in a new era for the brand, capturing the attention of both loyal customers and new audiences.

  • Brand Architecture & Positioning

  • Brand Identity (Verbal)

  • Messaging and Content Strategy

  • Product Education Frameworks

Photography: JOSH OLINS. DP: PETER SZOLLOSI. Creative Direction: REMI PARINGAUX + RYAN SPACEY.

  • Four women lying on grass outdoors, with one woman resting her head on another's lap, and two women sitting behind them. The scene is sunny with a background of grass and a hill.
  • Side-by-side images of a man on the left and a woman on the right, with text overlay that reads "BANANA REPUBLIC" across both images.
  • A woman with long hair in natural makeup, wearing a zebra-patterned shirt, holding a large dried grass stalk near her shoulder, outdoors with a cloudy sky background.
  • A woman in a black sleeveless dress standing outdoors near a weathered wooden fence, with tall grass and trees in the background.
  • Side-by-side photos: the left photo shows a black-and-white image of two people standing on a roadside in a desert landscape with a pole behind them, and the word "BANANA" overlaid; the right photo shows a woman sitting in a vintage car with a scenic background and the word "REPUBLIC" overlaid.
  • A collage of eight images related to exploration and discovery. The images include natural landscapes, a person driving a vintage car, a person standing on a hill, a woman in a dress posing by a backdrop, a close-up of a woman's face holding a black phone, and a woman by the sea with rocky shores. The words "CURIOSITY / EXPLORATION" are overlaid at the center of the collage.
  • Collage of eight photos featuring natural elements and people in outdoor and indoor settings, with the words "NATURAL ELEMENT" overlaid in the center.
  • Collage of diverse people in outdoor and indoor settings, with the word 'BELONGING' overlaid in the center.
  • A woman in a beige oversized double-breasted suit stands outdoors in a grassy field, with her hands in her pockets, looking at the camera.
  • Two women smiling and laughing outdoors near water and rocky terrain, one wearing a white dress and the other wearing a beige coat with a white shirt