Lincoln Bennett Branding – 1

Not many people outside the world of hat making will know the name Lincoln Bennett & Co, but the company was a leading maker of gentleman’s headwear in the 19th and early 20th centuries. The firm was sold off in the aftermath of WWII at a time when wearing hats were diminishing as a societal convention, and hats were no longer produced in the brand’s name after the 1980s. In 2015, Lincoln Bennett & Co’s intellectual property was acquired by United Heritage Limited, which incubates and re-launches dormant British luxury consumer brands. United Heritage director Robert Black approached me with a very specific challenge: preserve the heritage of the Lincoln Bennett brand in a way that can be applied in a modern context.