Our rebranding made this online retailer’s sales even more fashionable than their clothes.
Les Lunes is a fashion label founded on the idea that women’s clothing can be stylish, feminine, comfortable and ethically made. Every decision the company makes puts a woman’s comfort, confidence and lifestyle front and center, while working to preserve the environment through sustainably sourced materials. The target audience for Les Lunes is comprised of strong, independent and empowered women much like the company’s founder. As Founder Anna Lecat says, “We’re providing the simplicity of comfort and luxury to women who are anything but simple.”
The charge for our team at Parisleaf was how to reposition this luxury brand from maternity lingerie to everyday essential wear for women. One of the major challenges in this was creating an identity and a strategy that felt like luxury, but communicated in a way that was approachable and relatable. It was important to Anna that her business have a soul – which is why we put a lot of emphasis on helping her to define and build out her story and strategy.
During our Discovery process, we interviewed designers, consultants, and industry experts. We conducted focus groups with both brand enthusiasts and women who were unfamiliar with the product. In these groups, women were able to wear the clothes, feel the softness of the fabric and experience the unique bamboo-based texture firsthand. Their feedback and reaction to the line was the key to helping us develop the story that set the tone for the Les Lunes brand.
We learned that Les Lunes was much more than stylish clothing. It was a revolution in the fashion industry. Moving into production, we began by developing a communications strategy for the brand that centered on profiles of strong women who fit the Les Lunes ideal. Our team then created a simple yet elegant visual identity system and designed a range of product catalogues. We then translated the Les Lunes story onto their e-commerce site in a way that blended this idea of simple elegance with profiles and stories of strong women to create a platform that allowed the brand to share their vision of what fashionable clothing could mean to women around the world.