Tools to help your teams translate the words of the brand strategy into pragmatic and tangible actions that create a great brand experience
Plum Brands articulated the Berkeley’s brand story as a clear and actionable strategic platform. We then created tools to help translate the strategy into the brand experience itself, by defining brand service behaviours called the “Eight Ways” and developing tone of voice guidelines for written communications.
Over the past few years, Muubaa has quietly created a following amongst celebrities and fashion insiders both in the UK and overseas – known for doing beautiful and unexpected things with leather. However, as the brand continues to expand internationally, it has become vital to tell both customers and retailers more about who Muubaa is, positioning the brand at the high premium/luxury end of the market.
Plum Brands has been working with Muubaa to achieve this transformation, starting with a new brand strategy and story. From this, the entire brand experience – from the logo to look book, web site and packaging – has been redesigned and imbued with a new sense of luxury and refinement that now matches the quality of the product design.
Plum Brands continues to work with Muubaa to guide the direction of its seasonal campaigns, including Spring/Summer 2012 and Autumn/Winter 2012.
Smart Turnout began as a supplier of clothing and accessories for military regiments, schools and universities – integrating the colours and symbols of historic British institutions into everything from jumpers to cufflinks. However the real opportunity for the business now is to become a British heritage fashion brand appealing to markets such as the United States, Japan and Korea.
Plum Brands has helped Smart Turnout redefine its entire brand communication to achieve this transition. Starting with a new brand story that focuses Smart Turnout around its British authenticity, we have collaborated with our strategic design partner Felt Branding to align the visual expression of the brand. The new visual identity is designed to reinforce heritage cues, and a distinctive look and feel creates consistency across all brand touchpoints.
Plum Brands continue to work with the Smart Turnout team, advising on all aspects of brand implementation including the web site, retail store design and ongoing marketing activities.
Mint Velvet is a ‘start up’ fashion brand that first hit the British high street in 2009, and within two years gained national presence and brand recognition. The brand (and the team behind it) already had a confident and intuitive sense of self, including a very clear vision for what the brand might achieve. However this intuition needed to be translated into concrete terms that everyone in this rapidly growing business could use as a roadmap going forward.
Plum Brands collaborated with Mint Velvet to craft their vision into a compelling brand story that pinpoints what makes this brand stand out on a crowded high street. In working with the team, we uncovered that Mint Velvet is so much more than a great product; it’s an experience and, indeed, a destination brand for the modern, busy woman who is looking for effortless style and relaxed glamour. Using the newly articulated brand idea as our compass, we were then able to clearly define how Mint Velvet could position itself against the different competitors on the scene.