- Client:
- Ardene
- What we did:
- Brand Strategy, Customer Experience Strategy, Communications Design, Retail Design
- Where
- Across Canada
The Challenge
Ardene has been one of North America’s premier fast-fashion retailers for the last 35 years. The brand caters to a broad range of girls and women between the ages of 10-40. However, to become a go-to destination for the next generation of consumers, Ardene needed to transition into the trend-driven, socially connected world of the Generation Z consumer.
The Solution
We created a new brand positioning and store experience for Ardene, signaling the dawn of a new era for the leading Canadian brand. Providing the basis for this new direction are three key pillars: Never Stand Still, Attainable Style, Limitless Inspiration.
A new brand positioning
We repositioned the brand to target a core Gen Z market and capture a sense of effervescence – a celebration of what it means to be young and confident today. We put together a brand book defining brand pillars, tone of voice, art direction and other aspects to guide Ardene in its new direction.
Tone of voice
Ardene's refreshed personality comes through in its vibrant tone of voice and unashamedly fun visual language.
You beauty
We redefined Ardene's beauty offer and strategy, creating the concept 'Magentic Beauty'. The simple packaging we designed lets the ranges of colours do the talking while personality comes through in quirky touches and a fun tone of voice.
A place to hang out
Experiential retail is at the heart of the new concept. Designed to be the ultimate BFF hangout space, the atmosphere feels welcoming and familiar. The store can also hold events and pop-ups like in-store fashion makeovers and personalisation services.
Touches that pop
The store’s pastel palette reflects the hues seen on so many Gen Z social feeds. Pegboards and visual merchandising sets are awash with signature vivacious colors, bold abstract graphics, collages of inspiring fashion photography, and the brand’s distinct tone of voice. Departments are defined by modern and sculptural architecture, such as angular pop-ups, geometric light fixtures and structured merchandising systems that liven up the expansive space.
