Stylesbrough: Land of Style for Fashion-Forward Londoners
Situation: Creating Brand Identity for Online Fashion Retail Store
Femi embarked on a mission to create an online fashion retail store focused on serving the fashion Hungry 23–45 yrs olds who are value-conscious through non-mainstream brands.
London fashion scene is rapidly evolving with many young designers coming out with designer wear that is truly astounding. One such fashion designer is Femi. His designs and collections target individuals who want to look trendy and fashionable but different by wearing logos/brands that are not common, everywhere, or easy to find.
The London fashion retail market is competitive, requiring brands that communicate uniqueness, quality, and British heritage. Stylesbrough needed a brand identity that would set them apart while tying into English heritage.
Task: Create Brand Identity Standing Out in London’s Fashion Scene
The challenge required:
- Market differentiation: Brand identity that sets apart in London fashion scene
- British heritage: Visual identity that ties into English heritage
- Target audience: Brand that appeals to fashion-hungry 23-45 year olds
- Value-conscious positioning: Brand that communicates value-conscious through non-mainstream brands
- Content marketing: Brand strategy that uses content marketing to reach target audience
Action: Strategic Brand Development
Brand Strategy: Content Marketing for Fashion-Forward Consumers
Brand Strategy: Femi’s ideal customer is 23-45 yrs old male or female, has a job, enjoys using social media tools, and likes to look trendy but different. He or she doesn’t want to wear what others wear, is usually college-educated, typically likes to travel, is middle-class, and values quality/durability-though price/value-conscious.
To penetrate this market segment in London, Femi engaged Spellbrand to come up with a great brand name, a strategy to position the brand effectively in the London fashion scene, and a matching brand identity that will set him apart and at the same time tie in with English heritage.
After weeks of research and brainstorming, the positioning strategy team at Spellbrand, led by the inimitable strategist, Mash, came up with a positioning strategy that uses content marketing to reach, engage and nurture the primary target audience and build relationships. A great brand name was developed that not only sounds British but also has a brand recall effect. Stylesbrough means “land of style” and is an apt brand name for this spirited young brand.
This strategy:
- Uses content marketing: Builds relationships with target audience
- Ties into British heritage: Ties into English fashion tradition
- Creates brand recall: “Land of style” creates memorable brand recall
- Focuses on target audience: Focuses on value-conscious, fashion-forward consumers
Brand Identity: Crest Logo with English Heritage
Brand Identity: To compliment the awesome brand name and the strategy we had crafted, the logo design team at Spellbrand created a logo that looks stunning and ties in beautifully with English heritage, fashion, and elegance. The main brand mark is crest style based on a beautiful ornamental crest made up of thin lines and dots. Inside the crest is an “X” mark which houses four elements – a simple and impactful crown, the words Est. 2014 and the letter “S”.
The London brand identity looks light and airy and brands beautifully on various items such as bags, tags, stationery, and other merchandising. The brand mark ends this new brand’s instant credibility and impact.
Result: Brand Identity That Honors English Heritage
The brand identity we created for Stylesbrough successfully positions them as a London fashion brand. The comprehensive brand transformation delivers:
Strategic Outcomes
- Market differentiation: Brand identity successfully sets apart in London fashion scene
- British heritage: Visual identity successfully ties into English heritage
- Target audience: Brand successfully appeals to fashion-hungry 23-45 year olds
- Value-conscious positioning: Brand successfully communicates value-conscious through non-mainstream brands
- Content marketing: Brand strategy successfully uses content marketing to reach target audience
- Complete brand system: Crest logo, brand name, and content marketing strategy create unified experience
Implementation Success
Today, Stylesbrough uses this comprehensive brand identity to attract customers who want to look trendy but different. The crest logo design with its ornamental details and crown icon creates instant credibility while the content marketing strategy builds relationships with the target audience of fashion-forward, value-conscious consumers. The brand successfully positions Stylesbrough as “land of style” – an online fashion retail store that serves fashion-hungry 23-45 year olds through non-mainstream brands, combining British heritage with contemporary fashion appeal, with brand identity that looks light and airy and brands beautifully on various items such as bags, tags, stationery, and other merchandising.
