A new brand identity
born from a code.
Proving that Mark’s wasn’t your “dad’s store” anymore.
Never forget where you came from. While pursuing growth at all costs, having too many sales, and bringing in too many random products with poor quality, Mark’s forgot their roots. And they were in trouble. Older Canadians shopped for deals, younger Canadians still called them “Work Wear House”. Everyone needed to be reminded why the brand existed and what they stood for.
We Are The Well Worn
A brand story that reminded Mark’s of their purpose, and introduced Canada to what “industrial” meant for the modern age. It was a call to arms to Canadians. If you lived your live with strength of character, and the belief in a job well done, you are The Well Worn.
The Well Worn Collective
Building on the launch, we established the Well Worn Collective - a group made up of extraordinary Canadians united by the brand values. We travelled across the country to capture their stories for a series of stunning films which we edited and used throughout the consumer journey.
Work created at TAXI with creatives Kelsey Horne & Alesis Bronstorph, Sam Cote & Ryan Dzur, Lorne Heller & Justin Luu