Tapestry is the new name for Coach Inc., the parent company of flagship brand Coach, fashion label Kate Spade and shoe label Stuart Weitzman. The change is intended to make it easier for the parent to acquire more brands in the future without linking them to the Coach brand per se, and to create a vision for the company in which it becomes a house of luxury brands with room for additional brands to join.
The Carbone Smolan Agency says it sought a name that reflected values of innovation and inclusive, diversity, and the exploration of individuality. To bring Tapestry to life, CSA created a new tone of voice and visual language, featuring a vibrant and optimistic yellow, a wordmark punctuated by the upward gesture of the “y”, an extensive and elegant system of typography and photography, and a responsive website that tells the story to various stakeholders.
