A new image for the brand that dares to be
Reinvigorating and transforming Carvela, a well-known UK name in shoes and accessories, into a standalone brand with a clearly defined sense of self – from what it says to how it looks and goes to market.
Carvela has long been one of the powerhouse labels within the Kurt Geiger stable of brands. A brand with a fashion heart and polished aesthetic, Carvela is inspired by the innate femininity and inner strength of its customer – a powerful and confi dent woman who revels in every moment, and unapologetically lives her life to its fullest.
Whereas Carvela had up to this point been very much a sub-brand label of Kurt Geiger, the team saw an opportunity to let Carvela truly shine on its own merits, as a strong standalone designer shoe brand with its own target customer, brand proposition and design approach.
Plum Brands worked closely with the Carvela team to first define a clear picture of the Carvela Woman, and then to articulate the brand’s strategy and story. This platform drove our development of a completely new visual identity and ‘look and feel’ for Carvela which encompasses tone of voice, brand photography, website, print, packaging, point of sale and product branding – all documented in comprehensive brand guidelines and a brand book for employees and partners.
Launching in 2018, the newly invigorated Carvela brand is set to establish itself as the go-to designer shoe brand for women looking to make a statement wherever she is, whatever she’s doing.
Carvela has long been one of the powerhouse labels within the Kurt Geiger stable of brands. A brand with a fashion heart and polished aesthetic, Carvela is inspired by the innate femininity and inner strength of its customer – a powerful and confi dent woman who revels in every moment, and unapologetically lives her life to its fullest.
Whereas Carvela had up to this point been very much a sub-brand label of Kurt Geiger, the team saw an opportunity to let Carvela truly shine on its own merits, as a strong standalone designer shoe brand with its own target customer, brand proposition and design approach.
Plum Brands worked closely with the Carvela team to first define a clear picture of the Carvela Woman, and then to articulate the brand’s strategy and story. This platform drove our development of a completely new visual identity and ‘look and feel’ for Carvela which encompasses tone of voice, brand photography, website, print, packaging, point of sale and product branding – all documented in comprehensive brand guidelines and a brand book for employees and partners.
Launching in 2018, the newly invigorated Carvela brand is set to establish itself as the go-to designer shoe brand for women looking to make a statement wherever she is, whatever she’s doing.
“Plum Brands helped us develop a brand to support our vision for Carvela. We already had an engaged loyal customer but hadn’t fully built out her life. Once we did this with Plum Brand's support, we were able to refocus our efforts within Design, Buying and Marketing to really meet our customer needs, develop an engaging brand story and, most importantly, rebrand Carvela with our customer at the heart of the brand.”
Amy Rollings, Kurt Geiger, Head of Carvela Buying & Design