The company was established over twenty years ago. It was recently acquired by two merchant bankers, who wanted to invest in the company, improve it’s marketing and product innovation and grow the business.

The market for designer fashion bags is highly competitive internationally and growing fast.

The company needed a new brand identity, together with a distinctive graphic icon that could be used to brand the bags.

The business strategy was to build on the companies existing customer basis, mostly older men buying hunting and fishing bags. The new brand identity needed to extend the brands appeal to a younger more female audience where the market growth existed.

This would be achieved through the introduction of new trendy colour schemes for existing products and new products targeted at this younger market.

www.chapmanbags.com