Introducing American Vintage II | Fender

Fender (Project)


  • branding
  • copywriting
  • Music
  • Brand Voice
  • Product Launch
  • branding agency
  • Guitars

Fender rereleased their most iconic guitars of all time — the instruments that were pivotal to many of the most important moments in music history. And Fender rebuilt them to original specs, in the original factory, using the original machines. So our objective was to introduce new guitars that were old guitars … that were new guitars. Makes sense, right?

So we turned a product moment into a brand moment. Equating Fender with music and music with Fender. And, yeah, that’s Patti Smith on the mic — and the amp.