Jantzen Rebrand

Jantzen Swimwear selected Plazm to create a new identity for Jantzen. Since 2002 when Perry Ellis acquired Janzten from VF Corp., they have employed a rapid growth strategy to maximize the potential of the brand – including the launch of a men’s brand. The new identity materials function across a variety of categories, demographics, and age groups in both male and female markets.

Like all enduring brands, Jantzen reflected the prevailing movements of style during the past century. The Diving Girl first appeared prior to 1919.She attracted enough attention that Jantzen patented her image in 1924.Over the years following, she too evolved. By the 1940s she was one of the most recognizable commercial symbols in the world. Jantzen’s last great era came in the 1960s, when market leadership encouraged perception of the company as innovator, quality manufacturer and style leader.

In recent history, aggressive competition, transformations in the retail environment, changes in ownership and management, and inattention to brand resulted in confusion about Jantzen in the marketplace. The Perry Ellis Company’s acquisition of Jantzen offered a prime opportunity for authoritative rebranding, and elevating the value of brand equity.

The core brand directives:
• Migrate the perception of brand equity upmarket
• Demonstrate sophistication, quality, authenticity
• Express higher design standards, thus elevated ideals
• Retain attributes of Jantzen’s glory days
• Position Jantzen to an expanded market
• Represent “a quality brand”

Client = Jantzen / Perry Ellis