Wieboldt’s
Project Type: Brand redesign and standards manual
Date: Fall 2025
Software:
This project reimagines the identity of Wieboldt’s, the defunct Midwestern department store chain, with the goal of honoring its legacy while positioning it as a modern heritage brand. The redesign focuses on updating the logo and visual system to feel timeless, refined, and relevant in the 21st century, bridging nostalgia with contemporary sensibilities.
Drawing from Wieboldt’s history as a trusted, community-centered retailer, the new identity emphasizes attainable luxury. Elevated but welcoming, classic yet approachable. Typography, color, and form were carefully considered to evoke confidence, craftsmanship, and longevity without feeling exclusive or out of reach. The result is a brand that feels rooted in tradition while resonating with today’s everyday consumer, reviving Wieboldt’s as a department store that values quality, accessibility, and enduring style.
