Sherry Wen - Reimagine Cashmere Brand

Role

Mobile-web Designer
Visual Designer
Brand/Marketing Strategist

Time

3 months (Shipped)

Overview

State Cashmere is a DTC cashmere clothing brand based in NYC, dedicated to democratizing the luxury of cashmere while championing sustainability. The main audience of this brand consists of people in their 40s and 50s, and one of the challenges they're facing is an aging customer base. Therefore, they're looking for ways to reach and engage with a broader target audience.

Outcome

Website conversion rate increased by 3%.
Sales rose by 26% compared to the previous quarter.

REbranding project summary

We wanted to refresh the brand to reach younger audience, but overlooked the needs of our existing users.

Here is the journey we had with the branding agency:

problem of Existing brand

The understated image limits growth despite its beloved products.

State Cashmere is loved for its comfy and timeless products, but lacks a strong, memorable image, limiting its ability to expand its audience.

The Challenge

Cashmere is perceived as a uniform of conformity.

Cashmere's preppy, precious, and posh reputation has left it feeling more like a uniform of conformity than a restorative indulgence.

The target audience

The younger generation is exhausted burnt out

They are putting all of their energy on where their morals are- it leaves them exhausted and burnt out. They are looking for ways to soothe them and recharge their energy.

new brand system

The new brand identity is "Hardcore Soft." —edgy, playful, and bold, designed to captivate the Generation Y & Z.

Bold and ascending logo

Using sharp angles to contrast the extreme softness of cashmere

Typography with unique details

Pair Whyte Inktrap with Whyte

Rich and flexible color

Contrast deep, cozy colors with bright accents

unforeseen result

We see a noticeable drop in sales and received lots of complains

After launch, we received many complaints from existing customers about the new brand identity and imagery. We also saw a significant drop in sales with the new website that branding agency redesigned.

Research summary

We found that the new brand identity is perceived as disrespectful and low-quality, and users find the new website hard to navigate.

and here are why:

Insight #1

Bold new branding is diminishing the perceived quality of cashmere products.

Customers choose cashmere products primarily for their quality. However, the new brand direction, featuring bold and saturated colors, quirky imagery, and aggressive language, is giving users the impression of lower quality.

"I don't like the new brand style. It makes me feel like I am buying from a fast fashion brand which usually has poor quality."

"I loved the soft, soothing vibe your brand used to have, but the new messaging feels too harsh. Why use the F-word?"

I can hardly tell the style and fit in the new images—the models are twisting their sweaters too much. It feels like Zara, and I really don't like that.

Insight #2

While the new website looks interesting, user feel it's hard to navigate

The new website places too much emphasis on cool visuals, which has compromised usability. Our main customers are people in their 40s and 50s, and they may not adapt easily to new and unfamiliar navigation pattern.

"I found the new website is hard to navigate- so many things going on. I just wanted to take a good look at the product and find the right size."

guided question

How can we adjust the new brand style to retain its excitment while ensuring it still conveys a sense of premium quality?

and here are the ideas:

the brand tone

Balancing boldness with charm – introducing Julian

To maintain the brand's energy while making it more approachable, we've created this mascot. It allows us to express the brand's lively spirit in a more toned-down way, helping us connect better with the both younger and older audience.

The brand visual

Elevating the brand with a refined color palette and visual style

To create a more premium brand image, we limited bright, saturated colors, which can feel overwhelming and suggest low-quality. We've also refined model poses to showcase products clearly and avoid distracting angles.

The website

Enhancing usability by leveraging existing mental models

Using unconventional layouts can create unnecessary friction for users. Adopting a column grid system with consistent components and familiar patterns allows users to concentrate on their tasks without the distraction of learning new patterns.

Reimagine Cashmere Brand

✦ The Process

✦ Rebranding