Hatch Design

San Francisco, CA, USA

Designed by Hatch Design, United States.

Over a period of almost 10 years, and on projects ranging in scope from master brand repositioning to private label identity and packaging, this team has consistently delivered thoughtful and relevant creative solutions. Work is always presented on time (often over~delivered) and in a style that is casual and to the point. Working with Joel, Katie and their team is so seamless, it’s like working with an extension of my own team.”
– Richard Vollmer, Former Creative Director, American Eagle.Currert Director of Marketing Kohl’s.

American Eagle needed to refresh and reinvigorate its brand, without walking away from the equity they had built. At the same time, the new branding architecture had to unify their sub-brands – everything from denim and khaki to cargo and active wear – with a design that could be dialed up to be either more masculine or more feminine, Recognizing that part of the great appeal of the American Eagle brand is its clear connection to an earlier, much beloved American era, we looked back and embraced both the aesthetic and materials of 20th Century Modern organizational design, The boxes, labels, and hang tags were coded to be highly functional, while reinforcing the brand‘s nostalgic point of differentiation.