Top Grain is a premium leather care company that specializes in high quality refined materials made specifically for the customer’s desired leather. Consumers, ages ranging from 23-30, care about their leather goods that they use daily and seek ways to maintain the leather’s properties and increase the product’s lifespan. The selected creative solution includes a fully serviced logo design accompanied by a cohesive identity. The characteristics of this identity are to be bold, and confident. Using colors such as black, white, and scarlet add a sophisticated look to the overall identity and when used strategically helps differentiate the products from some of their competitors. The main concept for the logo is based off of the tara plant that uses the pods for a leather working process known as ‘vegetable tanning’. The highlighted product the brand offers is sold primarily online through an e-commerce website. This eliminates the in-store purchase experience that the consumer may value.
Products are sealed in a premium, sustainable, packaging solution to strengthen the consumer’s experience with the brand. An article by Dotcom states that “Customers look for the ‘WOW’ factor when shopping online and when receiving a package, as they miss out on the in-store experience. Premium packaging for online purchases delivers a brand’s in-store experience to an e-commerce customer”. Being able to successfully execute this step will increase brand loyalty and bring them back wanting more.
Finally the website solution which holds a timeless, rustic feel that goes along with this market while also having a hint of elegance to tie everything back together. The website is what handles a bulk of business and must remain minimal and easy to navigate. Features include the consumer’s ability to order a personalized leather care kit for any of their full grain or exotic leathers that deliver a level of quality that cheaper alternatives simply cannot achieve.
