“Feedback has been resoundingly positive, with customers universally praising the revamp for being fresh and modern whilst staying true to The Bias Cut values and brand they love. And so far the stats prove it, with total revenue up by 102% since the relaunch!”
— Jacynth Bassett, founder & CEO of The Bias Cut, on results one month after the rebrand.
Problem: a purpose-driven fashion boutique that had outgrown its visual identity
The Bias Cut is an independent online fashion boutique fighting ageism in the fashion industry. Its mission was clear, as was its unique core customer.
However the brand had outgrown its original logo and needed a strategic system for its brand identity and online visuals.
The new visual identity had to fit the brand now, and also have plenty of flexibility and room for the brand’s growth in the future.
method: A deep-dive into the brand’s unique customer
Light Sauce Studio worked closely with The Bias Cut founder & CEO, Jacynth Bassett, to understand the needs of their core customer: a woman above the age of 40 who was not necessarily a digital native, but shopped online.
We mapped their behaviours, understood what brought them to The Bias Cut and what made them stay. We wanted the brand to feel significantly more elevated than it had with its old branding, but still be approachable and personable with an element of fun, just like the curated selection of clothes that it stocks.
Results: A sophisticated look, increase in revenue and excellent customer feedback
The rebrand involved designing a new logo, branding assets, brand guidelines and creative direction on imagery, graphics and the brand’s website. Light Sauce Studio produced social media templates and motion graphics to ensure consistency across all of The Bias Cut’s online platforms, as well as designing packaging and stationery with the new branding.
The Bias Cut reported a 102% increase in revenue immediately after the rebrand, and a team expansion shortly after. In the words of the founder, “feedback has been resoundingly positive, with customers universally praising the revamp for being fresh and modern whilst staying true to The Bias Cut values and the brand they love.”
Read more in the press articles linked below.
