branding, hand lettering, illustration, logo design

The Challenge

Jack Mason Brand – a Dallas, TX based watch and lifestyle brand – needed a logo update and rebrand that reflected their growing position in the marketplace and allowed for differentiation between their two flagship product lines – higher-end lifestyle products and more affordable licensed “League” products.

To capitalize on 2017 production, new NFL licensed products, a new leather good product line, and an internal struggle with similarities to a competitive watch brand, Jack Mason Brand seized the opportunity to update their branding. This refresh would improve differentiation in product lines, establish themselves as a unique competitor in the lifestyle watch and accessories marketplace, and allow for their licensed product brand to stretch outside of collegiate and continue to grow on its own.

The Solution

By developing an identity system and logotype refresh we were able to build a visual language that told the Jack Mason Brand story and could be carried out through product design, packaging, signage and online experience.

A unique and clean logotype was necessary at the heart of their brand. This logotype was intended to be versatile and scaleable for the many applications throughout their productline: watch face, embroidery, leather emboss, engraved, etc.

Adding in iconography from their brand story and roots, the airstream trailer and texas roots compliments their updated brand. Blending the modern aesthetic with heritage accents reflects the core of Jack Mason.

 main logo usage

 league logo usage

 identity design / logo family

  • Total Sales 100% 100%
  • Lifestyle Watches 60% 60%
  • Collegiate Product Sales 30% 30%
  • Leather Goods Sales 10% 10%

The Results Were Impressive

The Jack Mason Brand refresh and rollout has brought new life without disrupting their recognition in the marketplace. Subtle enough to not detract from their foundation yet solidifying the trajectory for which they will grow. With more clearly differentiated product lines, pricing and quality perception is less of a burden between product lines and grants Jack Mason Brand the freedom to really expand their lifestyle products.

Made with love deep in the ♥ of Texas

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