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Who
Suzanne Grae
Where
Brand Strategy
Update Brand Identity
Brand Vision Guide
Brand Templates
Point of Sale
Signage
Where
Australia
Suzanne Grae is part of the Sussan Group. It has over 200 stores nationwide in Australia. It is a fast fashion label aimed at 35+ women. Market research showed that the average basket was higher than other competitors.
It was not a destination shop but had a very loyal following which was perceived as an opportunity worthy of investment.
We worked closely with the retail design agency. Our responsibility was the visual communications. This started with updating the logo. We simplified the logo, gave the brand a distinctive but fashion neutral colour in its market segment.
Rolling out a brand refresh of this scale requires a clear and confident visual system to ensure congruency across the multimedia applications, diverse locations and longevity of use.
The average basket was up 275% in the first test stores. It was considered a very successful rebrand.
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