Brand strategy / Creative direction / Design / Art direction / Copywriting
Brand identity / Brand guidelines / Literature / Stationery / Signage / Packaging / Advertising / E-marketing / Video / Web design / CX design / Social media / Content generation
Context
Ettinger is a small family-owned manufacturer of luxury leather accessories, still hand-crafted to the same exacting standards established by Gerry Ettinger in the 1930s. Available in only a few exclusive outlets globally, and known only to a few discerning cognoscenti, the future of the brand was in the e-tail environment. But how do you convey the lifelong reward of owning an Ettinger with little opportunity to tangibly experience it for yourself?
Solution
The brand was was given new life, and a confidence in stature, by weaving the Ettinger story throughout every facet of the brand experience. Heritage, authenticity, craftsmanship, Britishness and peerless quality were all elements of the promise – The exceptional, for the more individual. These qualities are now amplified through a richer brand visual language, that infuses a more focused product range, and unique tone of voice. They gave new direction to the nature of art direction and content, and a deeper, more rewarding e-commerce experience that recognised the value of a longer dialogue with customers in an often protracted purchase cycle, that extended to the point of delivery and beyond, to a lifetime of ownership.
