SWFT - a complete branding redesign of a Danish fashion company for the Dutch market.

SWFT - a complete branding redesign of a Danish fashion company for the Dutch market.

Team

Claire Walsh, Annabelle van Rooij, Claire Schie, Hanne Vogt

My Role

Brand strategy, graphic design, research

Timeline

8 weeks

Overview

The Challenge

The Danish fashion brand 'Better World Fashion' (BWF) aims to expand its presence and increase sales within the Dutch market.

The Danish fashion brand 'Better World Fashion' (BWF) aims to expand its presence and increase sales within the Dutch market.

My Challenge

Position the brand within a high-growth Dutch market segment through advertising, social media, and a reimagined brand identity.

Outcome

Outcome

Before

The e-commerce platform and brand identity did not resonate with the youthful Dutch market segment. The social media presence was limited and lacked in context product imagery.

After

Repositioned brand around “life in motion,” aligned with Dutch cycling culture, with increased advertising touchpoints for the target segment. Androgynous messaging reflected fashion shifts in the Dutch market.

Brand Positioning

Brand Positioning

Selected Market Segment

The design conscious urban commuter.

The design conscious urban commuter.

Positioning Statement

For design-conscious urban commuters in the Netherlands, SWFT offers unique and functional leather jackets designed for a fast-paced lifestyle. Our swapping system, free repairs, and leasing options let wearers embrace sustainability while stepping into a new story with every swap.

For design-conscious urban commuters in the Netherlands, SWFT offers unique and functional leather jackets designed for a fast-paced lifestyle. Our swapping system, free repairs, and leasing options let wearers embrace sustainability while stepping into a new story with every swap.

Brand Identity

Brand Identity

Brand Strategy

01 E-Commerce Platform

Simplifies shopping experience while featuring personalized product stories and the ability to connect with others.

Simplifies shopping experience while featuring personalized product stories and the ability to connect with others.

02 Advertising

Target in spaces our market segment users would frequent, including bus and train stops, bike garages and street billboard. The ads focused on highlighting how the brand is designed for users fast paced lives. It centers around the call to action to download the SWFT app.

Target in spaces our market segment users would frequent, including bus and train stops, bike garages and street billboard. The ads focused on highlighting how the brand is designed for users fast paced lives. It centers around the call to action to download the SWFT app.

03 Social Media

Focus on candid, lifestyle and movement focused product imagery, encouraging costumers to send in their own images to be featured.

Focus on candid, lifestyle and movement focused product imagery, encouraging costumers to send in their own images to be featured.

Swft, crafted for live in motion.

Swft, crafted for live in motion.

Swft, crafted for live in motion.