RW&Co. has a new look for the fall season.

The Canadian fashion retailer unveiled a rebrand this month as part of a partnership with London-based global strategy and design studio Dalziel & Pow (D&P).

The new logo was designed to evoke a “confident, considered, and precise” brand image, according to a news release, for an identity that is adaptable across a number of touchpoints, from garment labels to signage and digital applications.

D&P also developed a new typographic approach alongside the brand mark to unify product messaging and updated its typeface to remove the full-stop from the previous logo’s punctuation.

The new identity segments out colour palettes with simple primary tones for communications and key messaging and richer, more-expressive options for packaging and shopping bags.

“We’re laying the groundwork for a more focused and ambitious approach to marketing – one that truly reflects who we are, what we stand for and where we’re heading,” Mathieu Bouchard, director of marketing and partnerships, RW&Co, said in the release. “Our goal is to build a marketing strategy that not only drives growth, but also deepens our connection with the audiences that matter most.”

The retailer says its brand-communications focus will shift to storytelling and imagery that depicts the daily lives of consumers and how they “move, connect and express themselves in an authentic way.”

Marketing materials will focus on street photography while emphasizing curated lifestyles and zeroing in on the fine details of products, according to RW&Co.

“Fashion evolves constantly, so it is important to craft an identity that can grow with the brand while staying true to its core,” said Oliver Ellis, associate creative director at Dalziel & Pow. “We wanted the new visual language to reflect the quality and attention to detail that already exists in the product, but wasn’t always visible.”

The refreshed identity also lays the groundwork for a coming evolution of the in‑store experience, to be revealed later this year.

RW&Co, which operates more than 80 stores nationwide, recently introduced “Canadian Voices, Individual Style,” a fall campaign that enlisted emerging Canadian musical talents to select wardrobe selections from the retailer’s fall collection.