Founded in 1978, Buck & Buck is the pioneer in adaptive apparel for seniors—particularly those with limited mobility or special dressing needs. For decades, their print catalog has been a staple in nearly every nursing home across the U.S., serving as a go-to resource for caregivers shopping on behalf of their residents.

After 50 years without a significant update, Buck & Buck’s brand had begun to feel out of step with today’s apparel landscape. When No Limbits Clothing acquired the company earlier this year from its original owners, they set out to preserve what made Buck & Buck special—while revitalizing its identity for a new era. Our challenge was to maintain the brand’s essence without straying so far that it lost its familiar spirit. Through deep discovery and the creation of the company’s first-ever brand guidelines, we distilled the most meaningful elements to anchor the rebrand around its core values: dignity, comfort, empathy, and partnership. From that foundation, a joyful, human-centered rebrand was born.

Every design decision was grounded in the company’s core mission: to deliver dignity, comfort, and convenience through thoughtful clothing. The new brand system was purposefully designed to resonate with both the aging population and the caregivers who often do the purchasing. A warm, neutral color palette provides an inviting canvas for the lively prints and patterns of the garments, while refreshed on-model photography introduces a more modern, energetic, and optimistic feel—evolving the brand’s visual language to better reflect the spirit of today’s customers.

A key element of the new brand is its photography. It needed to do more than showcase the garments—it had to highlight the thoughtful design details that make the clothing accessible. We chose neutral backgrounds to keep the focus on the apparel, ensuring every functional feature stood out. Models were carefully selected to reflect the authentic spirit of the brand—empowering, approachable, and supportive. The resulting imagery reinforces Buck & Buck’s commitment to celebrating positivity and being a true ally to its customers.

Buck & Buck will continue to evolve into its new identity as it gradually phases out the old photography and replaces it with fresh, updated imagery. This transition will help strengthen the brand’s visual consistency while honoring its renewed spirit of dignity, comfort, and positivity. With the foundation firmly in place, Buck & Buck is now positioned to continue building a cohesive system of brand assets—extending the new look and feel across all marketing channels, from catalogs and digital platforms to social media and customer communications. This next chapter ensures the brand remains recognizable, relatable, and relevant for years to come.