We helped to launch a new down-jacket brand for today’s modern woman in China.
Eral is a leading manufacturer for down-jackets. Experts in their field, they have over 2000 stores throughout China, and consumers know them to be a reliable brand synonymous with durability and comfort.
However, Eral realised that the modern women of China, and increasingly throughout Tier 2 and 3 cities, wanted more than reliability from brand. Increasingly savvy consumers, these women wanted a brand reflective of their style and aspirations.
In order to ensure relevance and desire, Eral needed to create a brand with relevance to them. Though they had the expertise in their product and design, when it came to showcasing this with the brand they had difficulty finding the right balance to appeal to the new targets.
Working closely with What If of Accenture in Shanghai on the brand strategy and positioning, our team brought the visual identity to life from Hong Kong.
Creative research and exploration
Brand identity design
Brand collateral roll out
The inspiration behind the design direction was from the product itself. As a utility piece to keep women warm, the colour strategy played into this, with orange as the main brand colour and accents of cooler tones to complement. We also needed to find the balance between performance and comfort for the brand which we feel we achieved with a softer logotype and flexible brand pattern.