DEMYSTIFY CATEGORY MYTHS
Taking the brand into one of its most prominent touch points, that is the packaging was a crucial part of this rebranding project. A deeper look at the brand’s offerings revealed its sheer width. Linen Club recognized the need to simplify its portfolio and asked VGC to restructure its brand architecture and make recommendations for both the fabric and apparel business. VGC used this as an opportunity to upfront the width of the portfolio at the same time demystify the pastel and limited colours association with the category. VGC devised a robust portfolio navigation based on the shades from the brand palette leveraging the vibrant range.