Brief: A strategic in-depth brand analysis and rebrand strategy
The brand: While Chloé has carved an identity as ultra-feminine luxury, the house has surprisingly never rebranded. While a rebrand would seem needless, I choose Chloé because there is potential to create extensions to its unchanged identity, and therefore expand even more in the direction it has a foothold on.
The idea: In-depth research uncovered valuable sources of inspiration for a rebrand strategy. The new brand direction capitalised on the brands core strength; femininity. A new word-mark was developed that placed emphasis on curves to make a visual gesture to female form. Each letter connected to symbolise sisterhood and unity and by keeping the typeface visually close to Chloé's old logo, the original character, elegance and confidence is not lost. A symbol was also created to what would become an emblem for the Chloé female community. It resembled two connected leafs or plant, curved, feminine and reminiscent of the Greek meaning of the name Chloé - to bloom.
The final report and presentation was created from the perspective of Chloé - written in first person and to personify the brand. Selected pages of the strategy are below, get in touch if you'd like to see/know more.
Brand Research & Analysis / Communications / Rebrand Strategy / Innovative Brand Experience / Presentation / Logo Development / Brand Style Guide