Canadian retailer RW&CO. unveils a new brand identity with Dalziel & Pow, featuring a modern logo, refined typography, and authentic storytelling.

Canadian fashion retailer RW&CO. has unveiled a bold rebrand in collaboration with global strategy and design studio Dalziel & Pow. What began as a project focused on store design quickly evolved into a complete brand transformation, positioning RW&CO. to connect more deeply with a new generation of fashion-conscious consumers while reaffirming its place as a Canadian fashion mainstay.

A Unified and Confident Identity

The refreshed identity reflects RW&CO.’s core values of trust, quality, and curated style, while offering the flexibility to tell different stories across men’s and women’s collections. At the heart of the redesign is a new black-and-white logo,  confident, precise, and stripped of punctuation, crafted to feel modern, inclusive, and adaptable across every touchpoint, from garment labels to signage to digital platforms.

Dalziel & Pow carefully refined the spacing and proportions to achieve a calm, balanced composition. This simplicity brings cohesion while allowing room for moments of more expressive storytelling.

Typography, Color, and Expression

The new typographic system complements the logo’s clarity with a refined, straightforward approach to messaging. Meanwhile, the color palette extends beyond black and white: a foundation of simple, timeless tones now anchors communications, paired with a supporting set of richer hues for packaging, shopping bags, and campaign visuals. The result is a visual identity that balances consistency with dynamism.

Storytelling in Motion

Central to the rebrand is a shift in imagery and tone of voice. RW&CO. is now focusing on authentic storytelling, showing how its clothes live in the real world, how people move, connect, and express themselves in everyday life. Influenced by street photography and urban energy, the visuals highlight curated lifestyles while also celebrating the quality fabrics and finishes that define the brand’s garments.

The new tone of voice follows suit: self-assured yet conversational, designed to empower and uplift while staying true to the brand’s roots.

Looking Ahead

With over 80 stores nationwide, RW&CO. remains a staple in Canadian shopping centers. This rebrand not only gives the brand a refreshed visual language but also lays the groundwork for an evolution of the in-store experience, set to be revealed later this year.

As Mathieu Bouchard, Director of Marketing & Partnerships at RW&CO., notes: 

“Our goal is to build a marketing strategy that not only drives growth, but also deepens our connection with the audiences that matter most.”

Oliver Ellis, Associate Creative Director at Dalziel & Pow, adds: 

“Fashion evolves constantly, so it is important to craft an identity that can grow with the brand while staying true to its core.”

About Dalziel & Pow

Dalziel & Pow is an award-winning global strategy and design studio known for crafting visionary strategies and impactful identities. Their portfolio spans over 20 countries and includes collaborations with M&S, John Lewis, Boots, EE, Guinness Storehouse, Hamleys, Google, and NEXT.

See more work by Dalziel & Pow

For Abduzeedo readers, this project demonstrates how thoughtful design systems, from typography to tone of voice, can unify a brand’s presence across channels while leaving space for authentic expression. It’s a reminder that strong identities are not static; they’re platforms built to evolve.