The Bay Rebrand & Brand Identity

Hudson's Bay, known as The Bay, is Canada's oldest company, founded in 1670. Launched around its 350th anniversary, lg2's 2020 rebrand recasts the department store as a digital-first lifestyle marketplace built on the range of what it sells, from fashion to kitchenware, keeping the coat of arms and turning the four heritage stripes into a small sign-off on every piece. It was losing emotional share to direct-to-consumer brands and convenience to Amazon, and had to reach a new generation.