POCO Rebrand and Website Redesign
The POCO by Pippa brand has been growing from strength to strength every year since its launch in 2016. They started out with 5 styles of jeans and now have a range of over 70 items across jeans, jumpers, jackets, shoes and loungewear. It was agreed that the brand needed a more mature, high-end look to accurately represent its evolving position in the affordable luxury fashion and denim market.
We completed an extensive research phase where we explored the fashion industry, projected consumer trends in buying behaviour, ecommerce progression and a comprehensive competitior analysis while also reaching out to the most important stakeholders, the POCO by Pippa consumers, to gauge their opinion on the positioning of the brand and its customer value proposition (CVP). We then started the creative process of developing mood boards to represent the varying potential directions the brand could take from an indentity and visual perspective.
All of the creatives were presented to the POCO by Pippa team at a brand strategy session where we came to a decision on the direction the brand was going to take. At this stage the design team began the process of designing a competely new visual representation for the brand, now focusing on POCO as a standalone name across branding elements, with a more premium, simplified logo and visual language which was then rolled out across the design of the new POCO website, packaging, social media graphics and advertising concepts.
The new representation of POCO really elevates the brand and showcases it as the established and premium fashion brand that it has become and positions POCO within the industry in a way that will allow it to capitalise on the growth opportunities available both in Ireland and overseas.
Here are some stats since the launch of the new brand:
Website conversions – Up 40%
Social Media Engagement – Up 15%
Digital Advertising ROI – 159:1