Hudson's Bay Brand Refresh

Founded in 1670, The Bay is Canada’s oldest brand. Over the past 352 years, The Bay has gone through multiple changes and transformations to adapt to an ever-evolving market. In today’s retail environment, it can be challenging for a large retailer to foster the same emotional connection as smaller, direct-to-consumer brands, and even more difficult to combat the convenience offered by the Amazons of the world. Transforming The Bay from a traditional brick and mortar retailer to a modern, digital-first lifestyle marketplace became the top priority in the retailer’s race to reconnect and create meaningful, lasting connections with new generations of consumers. It was time for a significant brand refresh, from the masterbrand to the loyalty program.