Our client, proprietors of a successful handbag + accessories brand, had outgrown their ‘compare to’ M.O. and aesthetic, and were ready to move onward and upward, as originators of on-trend accessories that speak to today’s discerning consumer.
With a significant customer base across multiple channels, the challenge was to establish the brand identity in a way that allowed for a seamless transition to a more contemporary brand that is designed to appeal to a younger, more fashion savvy, and more digitally savvy demographic, without alienating the existing customer base.
Our strategy was to address the challenge head on with a clear platform of transforming the luxury landscape from mutually exclusive into mutually inclusive, by designing and producing contemporary classics that are of the moment & timeless, stylish & functional, luxurious & attainable.
Summed up as ‘&. Not or’, the brand is now positioned as a luxe-level, highly accessible fashion/handbag brand with a classic, yet contemporary, on-trend aesthetic that brings all the ingredients customers expect from a name brand, at a price point that is anything but.
The rebrand is in equal measures both bold, modern, au courant and confident, with a counterbalance of restraint, simplicity, and classic, understated sophistication in all the right places. Dramatic fashion photography is the brand’s pièce de résistance, with lifestyle and still-life photos that strikingly and poignantly bring the brand to life.
Heart & Soul Overload
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