In 2021, a branding effort was deemed essential for “it’s yours,” a prominent online fashion retailer in Romania and a subsidiary of Tiva Fashion. Tiva Fashion, established in 1995 by the Vulcan family, renowned owners of “Master Shoes” stores in Cluj, recognized that promoting “Master Shoes” online would potentially hinder further expansion. Hence, a strategic brand overhaul was initiated.
The Change Before The Change – Behind The Scenes
‘it’s yours’ is a major fashion retail brand that offers affordable clothing, footwear, and accessories for women and children, with stores located throughout the region. Owned by Tiva Fashion, which was founded in 1995 by the Vulcan family, the offline brand ‘Master Shoes’ required a refresh to reflect the changing fast fashion landscape. An expanded brand architecture was also necessary to cover product packaging, retail environments, sales promotions, and digital channels.
Brand audit, an important service in the suite of services offered by BroHouse, helped us understand the current state of the brand and where we want to go. During the brand audit, we identified 3 main issues:
- Lack of an assumed positioning as a strategic business direction.
- Various challenges related to establishing a strong presence in the market.
- The need for a positioning in knowledge (professional authority)
To Rebrand Or Not To Rebrand
Initially, the online fashion retailer was called “Master Shoes,” but market research showed that a new name was needed. The new name, “it’s yours,” aims to build a sense of belonging among its users and positions itself more as a community than just a fashion retailer. We developed a brand name narrative that offers consumers more than just a product but rather an experience that transcends mundane reality. Fitting a new narrative that respects the existing story while paving the way for an evolved version is never an easy task. If you know the change is right, just ignore the noise.
You’re just not going to fail with the old black and white logo!
Having analyzed the target audience and having done the market research, the process of visual branding creation started with the logo design. The important factor to consider was the high readability of the logo as it was aimed at using on various platforms, devices, quite often on the go, so it had to be legible at once.
The wordmark “it’s yours” was wrapped in a rounded sans-serif typeface that feels a lot more friendly. We featured all in lowercase letters to set the friendly tone of communication with a client instantly. The success of the identity comes not from the logo alone, but from the application of the brand across multiple brand touchpoints.
A mark ready to inspire you
The logo for “it’s yours” is a minimalist yet impactful design that embodies the brand’s values of community and belonging. The wordmark is set in a rounded sans-serif typeface, which creates a friendly and approachable tone. The monochromatic palette in black and white ensures high legibility and versatility across various platforms and devices. However, the brand has the option to use an unlimited color palette to reflect its diverse offering. The unique feature of the logo is the “y” letter, which can be filled with thematic graphic elements, providing an opportunity to create a strong visual texture and establish a consistent visual language in print, online, and outdoor applications.
Media Kit Template
Over time, customers will begin to recognize “it’s yours” posts without even seeing the logo, thanks to the consistency of our social media presence. To ensure this consistency and support our brand image and goals, we have developed a style guide specifically for social media. Our overall brand feeling is light, soft, clean, and ultra-sleek, which carries through to our clothing offerings. Ultimately, our goal is to achieve strong brand recognition through our social media efforts. Building an online presence is a long-term game, especially with the increased importance of the internet during the pandemic.
Brand Guidelines – Don’t Use Me!
The brand guideline manual explains how the “it’s yours” brand should be presented in public and how people should come into contact with it. The manual is long and split into different sections, including stationery, offline retail presence guidelines, logo guidelines, co-branding do’s and don’ts, and we also developed a whole set of communication templates