To enhance the perception of the R.M Williams brand and entice new customers through the retail experience.

The new design intent was to forge an authentic connection with a globally considered modern consumer while respecting the rich heritage of the R.M Williams brand. The core message of the design was ‘inspired by the past, relevant to the future’ which was evident and crucial to the design; it became the bridge between the new and old customer and was articulated as a subtle synthesis in the design.