Client:
Everbest
Industry:
Fashion
Services:
Strategy
Brand Audit,
Brand Strategy
Design
Brand Identity,
Brand Applications
Marketing
Digital Marketing, Partners’ Collaboration, Community Building
Getting with the times and never going out of style.
Trends come and go quickly in our day and age, particularly when it comes to fashion. Younger consumers look favourably upon brands who update their styles quickly at lower prices and provide a wide range of styles to suit their needs. Everbest was unable to keep up with the speed of fast fashion and over time, they faded from the forefront of Singapore’s fashion industry even as they tried their best to keep up with rapid market changes.
Because Everbest wanted to retain the integrity and quality of their products, they would take a long time ideating and implementing their designs. However, there was, and always is, still hope. In this case study, we’ll share how Everbest revitalised their presence and reinforced their position as one of Singapore’s oldest fashion brands while staying true to their values.
With any rebranding project, the first step to take is to re-understand the behavioural trends, likes and dislikes, as well as the opinion of their customers. To do so, we began community outreach surveys through social media to better understand how to connect with their target audience.
Founded in 1979, Everbest is known for their simplistic, luxurious, high-quality handbags and shoes that are affordably priced. To rejuvenate the brand so that they can capture the hearts of the younger generation who did not grow up appreciating Everbest but probably heard about them from their parents, we overhauled their outdated brand system and formulated fresh branding, positioning, and messaging strategies to bridge the gap.
We began with their logo, which was kept as a wordmark because their brand name itself is one that is memorable. Although simple, it is reflexively modern and contemporary, accentuating their elegance and class as a brand who prioritises quality over quantity.
Their monogram was to be used as a design element in their products. We kept it simple to match their entire outlook, and so that it could be easily adapted to the different products as well.
Everbest requested to retain their signature brown colour, which is a great idea as it retains a strong brand recall with those who knew them. However, we suggested pastel shades to accompany their primary colours and modernise their brand. We also expanded the range of their secondary colours to make it pop with life.
When deciding which brands to support, people want to feel like a part of a community. To appeal to Everbest’s customers, we created a whole set of collateral to improve their brand experience – which does not stop in their store!
As a shoe retailer, the shoebox and shoebag are two important touchpoints between the brand and its customers - it is the piece of the brand that customers take home. We designed the package in Everbest’s primary colours with their new accent colours for a vibrant contrast. And the new logo, of course!
