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Advertising Rebrand Branding

Gin Lane changes name to Pattern and shifts focus to help people enjoy daily life


By Kyle O'Brien, Creative Works Editor

August 6, 2019 | 3 min read

New York branding agency Gin Lane is changing its name and shifting focus to try to help people enjoy life through brands.


Gin Lane has become Pattern

The decade-old Gin Lane name and agency is gone, according to a blog post on Medium, and in its place is a new company called Pattern. The post stated that, even though Gin Lane created over $15bn worth of brands – for Hims, Harry’s, Rudy’s, Tartine and Everlane, to name a few – it saw a “culture of addiction to work, productivity, and technology has left many of us in a state of burnout.” Because of this burnout people are enjoying life less.

The post went on to say that with its 10 years of experience building consumer brands, Gin Lane had learned plenty from consumers about health, habits and self-esteem. So, the new aim of Pattern is to create something for the current generations to find enjoyment with, and the team at Pattern looked to things like daily routines, or ‘patterns’ to help them slow down during their free time. Cooking, organizing spaces, fixing things and picking up new hobbies helped them “care for the things and people around us, be creative, and feel present,” according to the Pattern website.

“Pattern is a multi-brand consumer goods company owned and operated under one roof, with each of its brands working together toward one mission: To help our generation find more enjoyment in daily life,” it states on the Gin Lane website, which redirects people to Pattern.

“We’re creating a family of purposeful brands with products and guidance that inspire you to learn, explore, and lay the foundation for a more present life. Each brand provides the essentials to make, shape, and grow a home – the center of daily life,” states the blog.


The first brand for Pattern is Equal Parts. A landing page for the yet-to-launch brand states that “Equal Parts is a whole new way to get into the rhythm of the kitchen and enjoy home cooking.” There is an invite to get early access and join the waitlist before the fall launch.

Equal Parts

The Pattern site notes that the second brand to join the family will be launched in early 2020.

Advertising Rebrand Branding

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