Esprit is a timeless brand loved by my parents (and I’m sure by yours, too). It was highly regarded for its quality offering, and while Esprit has had its successes over time, its heyday is surely over.

This brand refresh brings Esprit back to life while celebrating what made it great in the first place — products of quality and affordability.

The refresh thoroughly looks at the history of Esprit, the current landscape of its market, and how it could strategise itself onto becoming a brand that becomes, once again, loved by many. The published brand book documents the ways it could do this: by finding a niche within the market, changing its product to speak to its niche, and updating its visual language and tone that work towards achieving this goal.

Beyond product, the refresh promotes a distinct lifestyle unique to the new Esprit that aims to allure and attract the current consumer.