Bonobos came to Red Antler in need of a hard-hitting brand evolution. Known for its quick wit and tailored fits, the men’s fashion icon needed to win over a younger demographic without alienating long-time customers. To do so, we searched for the commonality between both audiences.

Regardless of age, men can find it intimidating to find clothes that fit perfectly—and spur confidence. To inspire our audience to take risks and mix up their wardrobe, we rebranded Bonobos visually and behaviorally around one big idea: Get Changed. Drawing heavily on inspiration from jazz and improv, we went raw and editorial, showcasing its newest collection through stories of real musicians. Both energizing and clever, Bonobos is charming the fashion-curious, nationwide.