Users

Brown Elephant users are largely younger folks ranging to their thirties, and then a sizable amount of older users. All are looking for simplicity and a welcoming feel not unlike the feel from in-store, and for great deals on unique vintage/retro goods. These users are, on average, quite familiar with the stores but not as much with the company’s online presence and brand. Primary users are mostly young people ranging from their teens to early-thirties, who value uniqueness, kindness, good deals, and a welcoming environment. Secondary and tertiary users tend to be a little older, middle-aged to elderly, and are usually also easygoing, prioritizing deals over vintage goods.

Positioning

This brand is another of several similar ones in the Chicagoland area, not quite fighting for dominance against its competitors but more trusting word-of-mouth to get new users. While this works, it’s not enough: this brand is for a very successful and popular resale shop that requires a simpler, sleeker rebrand that reflects the company’s simplicity and friendliness. The current brand is painful to the eyes: very few users know of the company’s branding and identity system because it is difficult to describe, is not concise, and does not fit with the company’s goals and values.

Value Proposition

Younger people (a large demographic for this company) enjoy and appreciate good branding/good design when they see it, so if the brand for a company (that they already love!) is also well-designed, it’s more likely that the word-of-mouth stories and recommendations would increase, along with web traffic that this company so desperately needs.

Brand Story

Calming, streamlined, earth-toned. With rounded edges and a soft feel to mimic the welcoming feel of the in-store experience, this brand is dedicated to staying more neutral than vibrant in an effort to better represent the company and show off high-contrast visuals of the in-store goods. This brand is simple and elegant.

Brand Characteristics

welcoming

calming

simple

earthly

Moodboard