Staple & Hue - Case Study

Overview

Pioneering the industry of staple fashion is creator, not follower, Sera Bagnall, Director and Designer of Staple and Hue.
Crafting for the conscious consumer, Staple and Hue uphold a vision that refuses trend and mass-production - establishing the tagline - Wear with care, your future needs you.
Envisioned in Australia & Revered Worldwide.
 

The Goal

 

Sera wanted to clean up her overall brand identity and communication tone. Wanted to drive customer loyalty and create demand and a clear point of difference in a saturated market.

 

Strategy

 

Phase 1 - Copywriting Execution Only Engagement:

 

Initially, Pland was engaged to execute Product Descriptions, refresh website copy and commence campaign story-telling. This helped to open the storytelling conversation with the S&H Audience. Our First Campaign Story was the Earth Capsule. (MAR 21) 

 

Phase 2 - Marketing Campaign Strategy:

 

After the successful Earth campaign, we worked on delivering the next Staple & Hue Infinity Capsule.
In this project, our intent was to educate our audience on the slow fashion nature of S&H and their stance on consumption.
Output:
  1. Campaign Story
  2. Signature Tagline: "Wear with care, your future needs you." (Used on the Staple Crewneck and across other product SKU's)
  3. Introduction and Setup of The Staple Project; a unique project that donates $5 to Breast Cancer from every order. 
  4. Product Description Copy
  5. Email Marketing Copy & Direction: Campaign, Blog & Lifestyle EDM's
  6. The Infinity Collection Blog

 

Phase 3- Overall Brand Identity & Strategic Direction Transition (Current Project):

 

Our new phase was a full review of the overall brand direction, reviewing competitors, analysing consumers, customer profiling and forecasting trends. We analysed the international market and brand positioning to future proof the S&H label. We conducted a full evaluation of the S&H brand and conceptualised the new direction for the brand. We delivered on an overall strategic plan to evolve the S&H brand to ensure we future-proofed, created a strong point of difference, provided space for growth in the marketplace. This allows S&H to play in their own lane and become a pioneer.
 
Deliverables:
 
  1. Competitors Analysis
  2. Market & Trend Analysis
  3. International Analysis
  4. SWOT Analysis
  5. Customer Profiling
  6. Strategic Pitch Deck: Moodboard & Aesethic Guide

 

Testimonial

 

"I would describe my experience with pland as informative and empowering. pland bridged the gaps in every area that I was uncertain in or wanted to grow towards - from costings and inventory management, strategy and goal-planning, marketing, brand storytelling, copywriting. Staple and Hue really needed financial clarity and structure so that I could feel confident in progressing my business forward. pland studio put everything in perspective - my vision has never been more evident, and I have never been more excited."
 
Sera Bagnall, Creative Director