GBD
The challenge…
While this handblown glassware company designed and fabricated beautiful products, they had yet to develop a strong brand. We executed a broad range of activities and deliverables to transform this business into a brand, including:
Brand Workshop
Brand Guide
Product Line Design Consultation
Website Redesign, Copywriting
Content Strategy for Instagram, Pinterest, and the Brand’s Blog
Styled Lifestyle and Product Photography
The insight…
Premium glassware appears cold, unapproachable, and fragile, especially to Gen X and Gen Y consumers who favor ceramics.
The solution…
Position the new product line as elevated essentials for everyday use. Tie the brand to making memories and forge an emotional connection between consumers and the product. Messaging reinforces themes of durability, while the tone of voice, paired with lifestyle photography depicting a blend of glassware and ceramics used casually in a modern and stylish home, supports approachability.
Through in-depth workshops with the founder, market research, and deep strategic thinking, we developed an engaging and effective brand, deeply aligned with purpose, connected to their audience, and differentiated from the competition.
Buyer-Persona
User-Persona
Audience Segmentation by Mindset…
By segmenting around values and buying behaviors, we strategized content that would appeal to the target audience on their customer journey. The personas also came in handy while consulting on developing cohesive product lines from a brand-perspective, designed with the end-user in mind.
The team…
Rebecca Micciche: Strategist + Photo Art Director + Writer
Arthur Hitchcock: Photographer