The logo colours and the supporting colour palette were chosen from the soft cold winter seasonal range. They reflected the organic and neutral colours of the cashmere clothes, but also showed some brighter accent colours that could be used sparsely in areas such as content type, details in photographs etc. The colours, shapes, photos, logo and content should all be consistent with the brand identity and the W11 target woman.
Brand Woman Summary –
35 years plus, Urban lifestyle, Lives in west london, Well-educated, Self-assured, Confident, Ambitious, Well-travelled, Healthy, Cultured, Chooses quality over quantity