Leo & Wren
Hello again :) Don't worry, you're not lost. Yes, this used to be the Haberdashery Clothing website, and I guess in some way it still is. We're still the authentic, versatile, and comfortable brand you know and love, just with a little upgrade! This may turn into another long read, and I promise our blogs won't always be so long-winded, but I feel like we need to explain. Thank you for listening and being a part of our journey.
As you may have read in our last blog post, we lost our way a little as a brand last year. We became unfocused and Haberdashery began to reflect that, so we decided at the end of the summer we'd start working on rebranding our business. This was not an easy decision to make, and we spent actual months, and so much of our free time making sure that everything felt & looked right. We'd built a following as Haberdashery, so our new name and brand personality needed to reflect the best parts of Haberdashery while at the same time reflect how much we'd grown.
I won't detail the entire process, that will come with a different blog post. What I want to focus on here is the "why we did it," and the "what makes Leo & Wren different." Why can be explained as simply us admitting that we didn't feel connected to Haberdashery anymore. We needed to feel passionate about our business again, and we wanted it to reflect our growth as people as well as a brand.
We definitely did not start with Leo & Wren. Rebrands are a process that is scary enough to undertake, but rebranding AND renaming your company is especially ambitious, to say the least. We had wanted to just do a rework of Haberdashery that made it easier to say, spell, and remember. Our problem, however, was that we could not create a name/logo that we were satisfied with verbally, nor design aesthetically.
In an attempt to step away and refresh our minds we decided to explore and research other options. We were looking for something to connect our brand with the life we want to lead, and the values and passions that we feel such as travel, individualism, and creativity. After hours of sketching, brainstorming, and thesaurus-ing, "Leo & Wren" suddenly fell perfectly into place.
Leo & Wren started with the word (and idea of) Leo, as we both are very connected to it; Louise and I are both born under the astrological sign Leo, and lions stand as a symbol of independence, influential force, passion, and loyalty. As individuals, we both feel all of those things are at the core of who we are.
The next step for us was to find something to coincide with Leo. We looked up everything we could about symbolism in other animals and found a description of Wren birds that resonated with the other side of our personalities. Wren birds have a vibrant alertness to them; they're usually associated with being social, witty, efficient, untraditional, and kind. It just felt like it made sense.
As anyone would, we asked the opinion of everyone we knew what they thought of Leo & Wren together. We'd explain the symbolism to each, and show logo concepts, and color design concepts and each time the feedback was positive. The cherry on top of our decision to make Leo & Wren our new name was when we were showing Louise's mom. After going through our whole spiel she pointed out that each word also represented each of our names in some way; Leo as Louise, and Wren as Rene (my middle name.) It was such a serendipitous moment that it almost felt like it was fate!
We know that everyone is wondering how different Leo & Wren will be from Haberdashery. There will be changes - we're going to be more consistent, we're going to have new and stronger designs, we're expanding into product lines we've never done before, we're collaborating with more talented local artists to bring you more content, and most importantly, we're going to bring more passion and connectivity to our work.
So finally, allow us to reintroduce ourselves... we are Leo & Wren! This has been a long time in the works and we are so very excited to finally be sharing it with the world. We are confident that you'll love everything coming your way, and do not hesitate to give us your feedback!
Ashli & Louise