Iconic Australia retailer RM Williams is overhauling its brand design and launching a new film, as new owner LVMH looks to export its goods to the world.
The new look, by Special Group Australia, centres around the film 'A Life's Work', created with Finch director Christopher Riggert, to bring the idea of the “heritage of craft” to life. The film uses the story of a wild horse and trainer as a metaphor for authenticity and legacy, and the film is currently running on TV in regional Australia and across the brand's website.
In addition, RM Williams has released a new brand identity, aiming to bring its premium fashion credentials and local Australian heritage to the fore, with a focus on abstracted aerial landscapes alongside fashion portraits. The branding will roll out across a number of seasonal campaigns, print, out of home (OOH) and in-store.
The launch of the new-look for the brand follows its sale overseas to L Capital Asia, a subsidiary of French luxury goods giant Louis Vuitton Moët Hennessy (LVMH).
At the time of the sale, RM Williams also appointed a new CEO, former Levi Stauss and Co MD for Australia, New Zealand, Africa and Middle East Raju Vuppalapati, as it looks to expand the brand across the globe.
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