Challenge

A man’s attire is not complete without the correct accessory. The perfect cufflinks, the classic tie bar, the dashing bow tie. This was David Donahue when it started in the 1970s. But what about today’s man? How could this brand take the next step to becoming a current-day iconic brand?

Solution

Achieving relevance to today’s consumer while remaining true to the guiding principles of classic men’s dress is like walking a tightrope. Expressing the legacy and heritage of the brand while maintaining and pursuing the current standards in men’s fashion were important for both David Donahue and its retailers. Who was today’s David Donahue man and what did he appreciate? The BOLTGROUP team dove deep to extract the true pillars of the brand. Astute. Original. Passionate. Expressing life as art.

Our team worked with Rob and Suzy to breathe life into their vision. We used the brand pillars to support the construction of a strong new brand promise that supported the business strategy and would evolve with men’s fashion. All the while staying true to the company’s roots. Every touchpoint of the brand was carefully crafted: trim, labels, packaging, in-store displays, website, videos, seasonal marketing materials, and advertising.

Result

What emerged was a brand men are proud to own and wear, and one retailers are proud to carry and sell. New products and new classifications are introduced every season. The result is a masculine style designed to convey the ultimate in sophisticated self-expression. David Donahue is now the epitome of taste, style, and expression for today’s man.