A powerful, American heritage brand spanning over 50 years, Hercules was launched by Sears, Roebuck & Co. in 1909. For Holiday 2019, Hercules is rebuilt as a modern, unisex destination, offering a timeless work-ready denim and duck canvas capsule from the archives (1932—58).
Hercules
Project: HERITAGE LIFESTYLE BRAND
from the ARCHIVES, REDESIGN + RELAUNCH
Client: Sears
Role: brand, creative direction, marketing and content direction, production
Season: Holiday 2019
Format: apparel brand identity, concept, packaging, apparel notions + details, launch campaign concept, in-store
Thought Process: Pulled from Sears’ historic 100-year Archive, Hercules was first unveiled to the public in the early 1909. Amazingly, Hercules started as an appliance brand, moving quickly into the workwear space by the 1920’s. It remained one of the most steadfast and hardworking labels in the brand library through the war, post war, and into the early 1980’s.
Honoring this valuable piece of American heritage was paramount in the relaunch. Research led into the historic Sears catalogue archives, to flea markets and vintage shows. The brand was a labour of love, meticulously pouring over resources to merge details from the eccentric history with modern brand needs. Global, multimedia execution across mediums, environments, and platforms was challenging and very rewarding.