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Sears, Roebuck, and Company, colloquially known as Sears, is an American chain of department stores founded in 1893



Fashion / Lifestyle



Canyon River Blues Identity



The Canyon River Blues brand had become stale and non-descript. Sales were declining and the brand was losing relevance with its target audience.



Rebranding and revitalization of Sears’ fashion line of clothing, Canyon River Blues.


My thought was to shorten the name to move the brand away from the "western" connotations of Canyon River Blues. CRB is easier to say and neutral in feeling and would appeal to a broader audience. The new look is built around the concept of chemistry. A great outfit or piece of clothing can make you look and feel great. My thought was this confidence generates a certain chemistry and attractiveness. The new brand mark is derived from the periodic table of elements. I used the atomic number 27 which is Cobalt. Cobalt ties into the Canyon River Blues name and the denim blue that makes up a large part of the line. In the photography, we capture and emphasize the joy and chemistry generated between people (and a dog) when wearing the brand. 



The new branding program was implemented and rolled-out at Sears stores nationwide.

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