Changing the perception from “dad’s vacation clothes” to “luxury relaxation haven."
Change the brand perception and make the island life attainable, not aspirational.
Tommy Bahama isn't living up to its purpose to help people achieve relaxation in their everyday lives.
Currently the brand is perceived as a place to get over-priced vacation apparel as they try to sell a sun-and-surf lifestyle at wine-and-brie prices. Tommy Bahama encourages people to live the island life, look forward to the weekend, and whisk away to exotic locations, but that type of lifestyle isn’t always realistic or attainable.
Tommy Bahama can be an everyday oasis that brings the benefits of the beach to you, wherever you are.
People are more stressed today than ever before and the beach is one of the most naturally relaxing places a person can go to heal their mind and de-stress. But it's not always possible to get to a beach. However, you don't have to be at the beach to reap the benefits of being at one.
Refocus the purpose of Tommy Bahama with the new "Live Easy" experiences in-store and beyond.
Tommy Bahama will provide tools to unwind and promote relaxation at every brand touchpoint inside and outside the store.
Snapshots of the Tommy Bahama store experience. Keep scrolling down for more details on these features.
It’s not something you need to travel to find.
It can exist in your everyday life.
In today's rush we all think too much, seek too much, want too much and forget about the joy of just being.
The demands of life can seem never-ending and people are more stressed than ever. 54% of adults suffer from a high level of stress and 37% say their stress levels have increased in the past year. As a result, people are seeking solutions to alleviate their stress.
The beach is one of the most naturally relaxing places a person can go to alleviate stress.
While going to the beach isn’t always a possibility, you don’t actually have to go to the beach to reap the benefits.
WHO THIS SERVES
People who are overworked and feel guilty about taking vacation days.
This audience consists of affluent men & women aged 35+ who:
Are always 'on' and tend to bring work home with them.
Work long hours during the week and on weekends.
Feel guilty about taking vacation days.
Dream about retirement but aren’t there yet.
We came up with a persona to always keep in mind when designing the new brand experience for Tommy Bahama:
"Live Easy" by bringing the relaxation benefits of the beach to people, wherever they are.
With a revitalized retail experience, from the moment guests enter the store, they will immediately feel a sense of relaxation and tranquility with soothing scents, warm lighting, and natural sounds. The retail experience is about much more than a transaction, it ensures that people leave with memories and a lasting impression of the brand.
New relaxation features are added to the store to enhance the in-store experience and invite guests to stay in the store longer.
OUTSIDE & BEYOND
Experiences that allow Tommy Bahama to show up in every day life to remind consumers to relax and "Live Easy".
SPACE & SERVICE
Enhancements to make going to a Tommy Bahama retail store more of a luxury experience and to create a better atmosphere.
"What would life be like if you never left the beach?"
That's the question that Tony Margolis, Bob Emfield, and their wives asked themselves when they dreamed up the idea of the "Tommy Bahama" lifestyle. What started as a men's apparel company expanded to included women's apparel, furniture, home decor, and a range of other products created to inspire people to relax. While their vacation wear and "aloha" printed shirts have become very popular, they seem to have lost their original mission to inspire relaxation. The current perception of the brand is that it's an overpriced “dad vacation clothes” brand. In order to change this perception, we decided to start with the most powerful channel, the retail store.
ANALYZING THE PROBLEM
Tommy Bahama’s goal is to inspire people to relax. However, after a trip to its retail locations, we realized that the space does not embody the lifestyle that the brand claims they embody. Simply selling "island inspired" products isn't enough. The store was dull, uninspiring, and did not embody any elements of relaxation.
Design a luxury relaxation haven that embodies the mission to inspire people to relax and evokes the tropical "island life" style.
We were inspired by the luxury tropical island homes for the interior design of the store.
Warm lighting, plants, natural textures, pops of bright colors, tropical prints/patterns and modernized tropical furniture.
ALANA LOVEYS, Creative Brand Manager
NICK DELEON, Strategist
CONNOR NOH, Copywriter
EMMALINE TERRY, Art Director
MELISSA POE, Experience Design
Environmental Design, Service Design, 3D Design, Visual Design