Born in 1909.
Reborn in 2019.
A powerful, American heritage brand spanning over 50 years, Hercules was launched by Sears, Roebuck & Co. in 1909.
In 2019, Hercules was rebuilt as a modern, unisex brand world destination, offering a timeless work-ready denim and duck canvas capsule from the archives (1932—58).
Heritage capsule
A part of American history, Hercules started as an appliance brand. Pulled from the historic 100-year archive, Hercules was first unveiled to the public in the early 1909. Moving quickly into the workwear space by the 1920’s, it remained one of the most steadfast and hardworking labels in the Sears brand library through the war, post war, and into the early 1980’s.
Honouring this valuable piece of American heritage was paramount in the relaunch. Research led me into the historic Sears catalogue archives, to flea markets, eBay sellers, and vintage shows. I scoured the historical labels, garments, haberdashery, and advertising. Many days of dirty hands and a warm heart led to a broad breadth of archival content.
The brand was a labour of love, meticulously pouring over resources to merge details from the eccentric history with modern brand needs. Global, multimedia execution across mediums, environments, and platforms meant understanding how Americans today share similarity with their forebearers.
© all images copyright and courtesy of Sears Holdings Corp.
Client: Sears
Location: New York, NY, USA
Season: Holiday 2019
Project: Heritage lifestyle Brand, redesign and relaunch
Role: Brand & Creative Direction, design, marketing and content direction, production
Format: Brand concept, Brand identity, 7-item capsule, haberdashery, launch campaign concept