Spinach rejuvenates iconic British menswear brand Racing Green for AW 14

London branding agency Spinach (www.spinachdesign.com) has given iconic British menswear brand Racing Green a new look for the new season.

The unveiling of the comprehensive brand refresh coincides with the launch of the menswear retailer’s Autumn/Winter collection online and in-store at Debenhams.

After working alongside the brand to re-establish and redefine Racing Green’s core consumer-facing values and brand identity, Spinach took the lead producing, art directing and shooting imagery for their Autumn/Winter look book.

The Old Street-based creative agency also redesigned and oversaw the development of racinggreen.co.uk around the new creative assets, as well as designing print collateral and retail graphics for Racing Green concessions at Debenhams stores across the UK.

Racing Green Buying & Merchandise director Jonathan Day says, ‘Spinach really understood the pride and excitement surrounding the new collection and put it at the centre of everything. They understood the balance we were trying to achieve between our established heritage and desire to reposition the brand to compete more effectively with the biggest menswear brands out there.’

‘Many had heard of Racing Green, but few knew the brand behind the name. So it was important for us to unearth the values, personality and heritage that give Racing Green meaning, said Leigh Banks’ branding director at Spinach Design.

Spinach creative director Adam Thomas adds, ‘Working with such an established retail brand comes with a great responsibility, but we enjoyed the challenge. We worked really hard to evolve the brand identity in line with the competition while keeping true to its founding principles.’