Heritage & Co.
Retail / E-commerce
The Challenge
Modernizing a Legacy Brand
Heritage & Co. had been in business for 50 years. Their brand was beloved but dated—customers loved the quality but saw them as 'their parents' brand.' Leadership wanted to modernize for a younger audience without alienating loyal customers. Previous rebrand attempts had failed, either going too modern or not modern enough.
Pain Points
- Brand perception as outdated and old-fashioned
- Younger demographics not engaging
- Previous rebrand attempts alienated core customers
- 50 years of brand equity at risk
- Inconsistent application across 200+ stores
- Digital presence felt disconnected from in-store
The Solution
Evolutionary Brand Refresh
Rather than a disruptive rebrand, Heritage used Brandified to evolve their brand gradually. AI guardrails ensured that new creative always maintained connection to heritage elements while allowing modern interpretation. The system enabled A/B testing of brand variations before full rollout.
Key Features Implemented
- Heritage element protection in AI generation
- Modern templates built on classic foundations
- A/B testing framework for brand variations
- Unified omnichannel asset management
- Store-by-store rollout tracking
- Customer sentiment integration
Implementation
3 months to full rebrand deployment
Heritage Audit
Month 1Identified core brand elements that resonated across generations. Documented what must be preserved vs. what could evolve.
Evolution Design
Month 2Created modernized brand system with AI guardrails protecting heritage elements. Built templates for all touchpoints.
Phased Rollout
Month 3Deployed to digital channels first, then rolled out to stores in waves with real-time feedback integration.
The Results
Recognition increase
Among 25-40 demographic
Higher engagement
Social media engagement post-refresh
Customer retention
Loyal customers stayed through the evolution
Assets migrated
Seamlessly transitioned to new system
"We needed to feel fresh without abandoning 50 years of brand equity. Brandified helped us evolve while protecting what makes us, us. Our loyal customers say we feel 'refreshed,' and younger shoppers are discovering us for the first time."
Sarah Mitchell
Chief Brand Officer, Heritage & Co.