BRANDING   |   POSTED ON 07.04.2015

On a leafy street in Paris in 1925 Joseph Smutek opened the doors of his shop where he crafted raincoats that became synonymous with both utility and quality. By 1940 his sons had taken over the business but the events of World War II forced the family into hiding, closing their doors indefinitely. The family survived and eventually immigrated to America. Fast forward 75 years and this family-built brand has been revived.

Great-grandson, Daniel Smith, has recently launched Ketums, across the world in California. Yes – that’s Smutek in reverse! And the first product? A raincoat promising the same commitment to the finest materials, craftsmanship, and attention to detail of the original.

The new brand pays homage to the past, the history and the tradition in the logo, the clothing tags and the tagline ‘Seventy Five Years Later’, as well as the modern audience in the website, online shopping experience and social media presence – you can find them on Instagram and Facebook.

Ketums’ new brand showcases the current need for a brand to be involved in storytelling. Along with a great logo, user friendly custom designed website and product, an engaging story will help to capture the imagination and the attention of the target market.

Starting a brand from scratch can be difficult so looking to the past to help create your branding story can be a good place to begin your branding journey.

If you need help creating a brand or reviving an old brand just contact your local brand agency Liquid Creativity team.