Client:
Purpur
Industry:
Fashion & Lifestyle
Services:
Strategy
Brand Audit, Brand Strategy
Design
Brand Identity, Brand Applications
Marketing
Digital Marketing, Partners’ Collaboration, Community Building
Being soft might be
the boldest way to stand out.
A popular fashion retail brand in Singapore with more than 8 stores nationwide, Purpur is dedicated to bringing style and comfort to women all over Southeast Asia. After experiencing a lack of engagement with their customers as the result of a vague branding and misaligned communications, they engaged Etereo to strengthen their online channels and communicate more effectively with their target audience of young women.
Purpose:
To make you happy.
It’s not something that Purpur was doing wrong, it was that they were not doing it enough. They should be embracing what they are – a soft and lovely brand that wants every woman to find her style and feel beautiful. Now that we found their authenticity, the next step was to make this a part of their new identity.
When it comes to communicating with your audience, consistency is key. So brands are often assigned archetypes, which offer differentiation and strengthen their connection to the audience. The 12 brand archetypes were developed by Mark and Pearson (2001) based on the psychologist Carl Jung’s work on common personality archetypes. The one we assigned to Purpur is the Innocent because their ultimate wish is for their customers to be happy and inspired. They want their ladies to be comfortable and confident as they celebrate the milestones in life: the first date, first job interview, a birthday or graduation.
Now that Purpur has found its archetype, they know what they mean to their customers and what is expected of them, allowing them to tell consistent, engaging stories across every touchpoint.
The creative direction stems from Purpur’s new identity, which revolves around happiness and inclusivity. From their soft, pretty visuals to their friendly and sincere language, Purpur is able to better establish a relationship with individual customers and fulfil their mission to encourage each of them to be their own kind of beautiful. A personal touch goes a long way.
