The frills had gone…
The Lingerie Room had many regular customers from a small local marketplace (Settle, North Yorks) so was getting-by ok, but the branding, website and shopfront were looking dated. It was time for a change and a move to the busier town of Harrogate was needed if the business was going to grow.
HAND was commissioned to do a rebrand and implement the launch strategy to get the new shop established quickly in the new town.
Fancy, not pants.
Excessive use of exaggerated swash ligatures helped give the logotype an elegant, modern but soft aesthetic designed to appeal to the design savvy, affluent and professional female demographic of Harrogate.
Typography and tone-of-voice was a big part of our rebrand strategy and a set of ligatures was created to allow this to shine. A pink colourway was chosen and photos were kindly supplied by the brands stocked in-store.
The new outfit.
We took care of everything brand related for shop opening day. From posters in the window for the refurbishment to the gift vouchers and owners business cards. The shopfront signage was a laser cut black aluminium complemented by a swing sign and vinyl window graphics.
We designed and developed a new website (visit here) showcasing the brands and services on offer in-store. An online shop is something which will be developed in the future and the CMS is already in place to enable this.
The new bra(nd) fits perfectly
We ran an ad-campaign to raise the profile of the shop in the few months up to opening. And, after a successful invite-only launch event of Harrogate movers and shakers, The Lingerie Room Harrogate opened for business.
Trade has been good since the rebrand and in January (2016), usually a quiet month for the shop, it was reported that they had had “the best sales week ever”…no hold-ups there then?!