Role
Strategy, Creative Direction, Branding, UI, Packaging & Graphic Design
Strategy, Creative Direction, Branding, UI, Packaging & Graphic Design
Agency
Chad Lethbridge
Chad Lethbridge
The Luxury London start-up needed help branding & positioning their maternity wear fashion label.
While pregnant, Sara Madderson noticed an opportunity in the maternity fashion market. Our positioning strategy for Madderson London was to place it amongst top fashion brands rather than high street chains. It needed to represent and align with the Madderson London fashion design style and ethos while evoking a feeling of fashion heritage.
We defined brand character and an image vocabulary; polished, glamourous, powerful, vital, elegant & refreshing. The challenge then was to strike the ultimate balance between classic and contemporary. A spirit of craftsmanship, luxury and style was woven through the Madderson London identity. The strong pillars evoke classic heritage while the inline-styled icon, with hint of a plunging neckline, contribute a feminine contemporary balance.
Once the brand strategy and Identity was established, the e-commerce website, stationery elements, product labelling and full packaging range was rolled out. The key was to create a system of products that aligned with the extremely high quality of the brand but could work within the system and budgets of the startup business.
Madderson London has achieved year-on-year growth, expanded from maternity into womenswear and has Kate Middleton, Zara Phillips and Poppy Delevingne, as loyal fans.
