Rag and Bone is an American fashion brand, originating in New York City. It was founded in 2002 by Marcus Wainwright and Nathan Bogle. Frustrated that they could not find a decent pair of dark, denim jeans in New York they set out to build a brand with no formal fashion, design or industry knowledge. Today Rag and Bone is sold in more than seven hundred stores world wide and twelve retail stores.
Rag and Bone was founded by men, for men. Years later they began to introduce female clothes as well. Today, based on their current website, campaigns, advertisements, social media and store layouts, the brand is primarily targeting women. Re-branding Rag and Bone, I took them back to their masculine roots. The logo redesign revolved around wanting a stacked, bold aesthetic. I kept the distressed element as brand equity. Further, I was inspired by raw, urban elements such as copper, concrete and black riveted steel. The raw elements mixed with black and white photos of male models made up the new identity.