Writing the story of a new high street brand
A brand platform that articulates the market ‘white space’, defines the key points of difference, and translates the business vision into a compelling brand story that can be told to employees, investors and customers.
Mint Velvet is a ‘start up’ fashion brand that first hit the British high street in 2009, and within two years gained national presence and brand recognition. The brand (and the team behind it) already had a confident and intuitive sense of self, including a very clear vision for what the brand might achieve. However this intuition needed to be translated into concrete terms that everyone in this rapidly growing business could use as a roadmap going forward.
Plum Brands collaborated with the founder of Mint Velvet to craft her vision into a compelling brand story that pinpoints what makes this brand stand out on a crowded high street.
In working with the team, we uncovered that Mint Velvet is so much more than a great product; it’s an experience and, indeed, a destination brand for the modern, busy woman who is looking for effortless style and relaxed glamour. Using the newly articulated brand idea as our compass, we were then able to clearly define how Mint Velvet could position itself against the different competitors on the scene.
The brand story is now a fundamental part of the Mint Velvet strategy, driving both internal and external marketing activities.
Mint Velvet is a ‘start up’ fashion brand that first hit the British high street in 2009, and within two years gained national presence and brand recognition. The brand (and the team behind it) already had a confident and intuitive sense of self, including a very clear vision for what the brand might achieve. However this intuition needed to be translated into concrete terms that everyone in this rapidly growing business could use as a roadmap going forward.
Plum Brands collaborated with the founder of Mint Velvet to craft her vision into a compelling brand story that pinpoints what makes this brand stand out on a crowded high street.
In working with the team, we uncovered that Mint Velvet is so much more than a great product; it’s an experience and, indeed, a destination brand for the modern, busy woman who is looking for effortless style and relaxed glamour. Using the newly articulated brand idea as our compass, we were then able to clearly define how Mint Velvet could position itself against the different competitors on the scene.
The brand story is now a fundamental part of the Mint Velvet strategy, driving both internal and external marketing activities.