Client
E-Fashionista
Industry
Fashion | Retail
Skills
brand_strategy | visual_identity
Fashion climate
The past two years have rocked the fashion industry. The time we spent home had designers and makers rethink the emotional value and purpose of items, while clients shopped solely online, having to develop greater trust in the process. Along with a deeper understanding of climate change and our part in it, both fashion insiders and shoppers are aware and willing to shift, without compromising human connection and item quality. The pandemic sharpened the need to improve the things we can still control – reduce, reuse, recycle. Thus, sustainable living is becoming increasingly essential.
What's mine is on sale
E-Fashionista is a platform that combines reusing, one of a kind item online shopping and personal service. We worked together to better define their broad vision and activity, and ground it into concrete brand strategy that’ll represent it best. With E-Fashionista, shoppers can set up their own store, their exclusive “closet”, and sell personal high-end garments in perfect condition. After all, one seller’s closet is another shopper’s paradise. Users always have someone to talk to about item condition and personal preferences – just like a personal shopper. Our mission was to help tie together both ends: secondhand, which was considered marginal, and high fashion that’s perceived as wasteful.
High-end secondhand
It’s more than secondhand shopping. We’ve positioned E-Fashionista as A SHOPPING SPREE WITH FASHIONABLE PEOPLE. Every piece is carefully curated by the fashionistas who open their closets, every piece is one of a kind. This increases users’ trust and anticipation. The core idea is YOU’RE IN. It’s inclusive in nature and exclusive in variety.
Users are part of something exciting and talked about. It seemed natural to describe the brand’s personality as MY NEW CRUSH, a best friend that makes us want more, aspired, chic and unique but accessible. E-Fashionista’s values match it perfectly: it’s exciting, unique, reliable and aspires high.
She's got the look
New branding calls for a new look - make a statement out of it! We've matched the new strategy with a fresh visual identity, including a new logo and symbol. The brand new colors and font choice capture E-Fashionista's energy and strategy, bringing together a dual brand that birthed a new way to shop.
We've created original icons to enrich the brand language and communicate with users, welcoming them into world of personally curated secondhand high-fashion. The brandbook also contains recommnedations for further use of photography language. Secondhand and sustainable never looked so amazing.
