Eddie Bauer reveals new brand identity as part of evolution strategy

American outdoor brand, Eddie Bauer, reveals new brand identity as part of their global evolution strategy.

Founded in 1920 by the outdoorsman of the same name, Eddie Bauer has been inspiring, enabling and empowering people to live their adventure for over 100 years. A rich heritage has seen the brand develop revolutionary outdoor products, with a key innovation being the Skyliner Jacket, the first down jacket to be patented in the US, in 1940.

This rebrand comes as a result of the new CEO’s vision. Tim Bantle joined the brand just over a year ago, bringing 20+ years of experience in the fashion, outdoor and lifestyle industries, including key roles at The North Face, Black Diamond and Patagonia.

Tim embraces the challenge of re-introducing the heritage brand to the next generation, whilst keeping the core values intact. The modernisation of the font and logo is a big step towards achieving this.

The new logo includes a visual representation to help with brand recognition; the goose. The goose has been an iconic part of the brand’s identity since the very early days, now with a modern refinement it can appeal to all audiences. Not only does it tie back to the origins of down insulation, it also symbolises exploration, nature and freedom.

Using block capitals and a sans serif font that is easily readable will help the brand appeal to the global market. Whilst the new font is strong and modern it also has a handwritten charm to it in that each letter has an element of imperfecton (seen better if you zoom in), dipped corners and bowed edges give a soft and human element to the typeface.

Following the digital reveal, products will begin to feature the new branding from Autumn 2024. As part of the global expansion, Eddie Bauer recently launched a UK website and

is expanding across Europe. The retail stores that are also part of this movement will continue the rollout of the brand’s new look.

Eddie Bauer’s vision statement is to inspire, enable and empower everyone to experience the outdoors and live their adventure. By maintaining affordable products that preserve the brand’s beloved quality, Eddie Bauer will fulfil the aim of being accessible and open to all.

Whilst the brand has a huge presence in the United States, Eddie Bauer may be new to most people in the UK and Europe. As part of the launch in the UK, Eddie Bauer products are now available direct to consumers and soon through retailers. Customers in the EU can also purchase through the current German website and the brand’s presence will continue to grow across Europe.

Find out more about the brand and browse the UK online shop at

Follow the jouney on social media @eddiebauereurope on Instagram and Eddie Bauer Europe on Facebook.

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