WE Fashion is an international fashion retailer. With approximately 240 stores and 3000 members of staff, it is represented in the Netherlands, Belgium, Germany, France, Luxembourg, Austria and Switzerland.
THE STARTING POINT
WE was perceived as a “well-priced” brand with good basics. Their price positioning allowed them to perform relatively well when the financial crisis hit Europe and WE decided to use that momentum to upgrade their brand and move one level up the fashion scale. The brief was to develop a platform that would allow that shift and an identity to support it.
Using “Create your own Style” (the motto of the company) as the driving element, we’ve developed a brand platform around “Self-expression” and created a two-way narrative with the idea of stimulating that self-expression on one hand and on the other, supporting it with advices on shopping, styling, matching and just about anything that would make “creating your own style” easy for the consumer. On top of that, we created a manifesto on how to make style easy and delivered it to all WE employees in the form of a Brand/Note book.
The identity was designed to emphasize dialogue and put the spotlight on copy. Nevertheless we recognised that the nature of the business is fashion and left plenty of room for imagery and style. It also considers WE’s wide range of product through a scalable identity system that lets the more “fashion” products speak for themselves and injects more attitude through design and copy when the product is more “basic”.
While highlighting the confident and knowledgeable personality of the brand, the platform focuses on WE’s accessible nature, which keeps consumers coming back.