Challenge
Family Dollar needed an improved strategy concerning the positioning of their menswear brands; including their Highland Outfitters line.
Solution
We saw an opportunity to clean up the vendor labels to create a more streamlined men's apparel experience; while emphasizing authenticity with an enduring and rugged appeal. To ensure the newly-developed identities for Highland Originals are able to retain current consumers and also capture the attention of new consumers, we looked to strike a marriage between ruggedness and authenticity. We sought inspiration from the long history of working individuals in America and developed brand identities they could trust to provide their everyday clothing and accessories. The Highland Originals man knows the value of commitment, hard work, and exceeding expectations. Getting the job done isn’t just a sentiment to these guys, it’s a lifestyle that takes grit, authenticity, and strength. We were able to translate this into a fresh new brand identity that resonates with straightforward males who are looking for clothing that deliver exactly what they need. Highland Originals offers items that strike the perfect balance - nothing less and nothing more. Family Dollar has nearly 8,000 stores in the United States. To ensure that the Highland Originals brand is applied consistently in every application we created a fully comprehensive brand guide that lays out every detail regarding how to use the brand appropriately and effectively. The Highland Originals brand is designed to be strong, authentic, and straightforward. It not only tells the story of the Highland Originals “Everyman,” it delivers what they need, without the fuss or extra thinking. Highland Originals provides classic menswear that makes it easy to get on with the day and focus on the people and things that matter most.
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