Brand Identity &Â Strategy
Rebranding the eBags brand
Over the last 20 years, eBags.com became the go-to online shop for luggage, backpacks and travel accessories. With a robust marketplace of 900+ brands, along with eBags' own private label products, the website strives to provide better on-the-go experiences for every type of adventure. As the private label business grew, a brand strategy, identity and vision were needed.
The Challenge
With the massive sales trajectory and aggressive growth goals set out for the eBags product brand, it needed a refined positioning and communications strategy that was clear and consistent to match. Plus, differentiating the private label from the marketplace while operating under the same name became increasingly difficult.
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Pain Points for the Private Label Brand
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No sense of overarching brand purpose, mission or value proposition
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Absent brand voice
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Lack of consistency across channels
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Differentiating the brand from the marketplace
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The marketplace promotional strategy devalues the private label
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Little balance between price, quality & telling the brand story
The Solution
I partnered with a creative brand agency from RFP to finalization to develop the overall brand strategy, find a unique positioning in which we could build a strong brand identity from, establish standards to create consistency across channels, and uncover how to better differentiate the private label brand from the marketplace and competition.
The deliverables of this project included but were not limited to the following:
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Naming exploration
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Brand vision, mission, purpose & pillars
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Art direction including colors, fonts & logo design
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Visual identity with image guidelines & creative best practices
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Value props, tone of voice & messaging framework
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Compelling storytelling & narratives
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Clean landing/product page layouts for desktop & mobile
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Streamlined user experience & CTAs
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Templates for display ads, paid social, email & marketing channels
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New & improved product hang-tags
A Redefined Brand Strategy
Vision
To create better travel experiences, no matter the journey.
Mission
eBags improves the lives of those on-the-go by co-creating products with its customers. The brand has leveraged millions of customer reviews to create the perfect bags for its consumers. This is what supports every element of the brand: creating useful, thoughtful products that are built from and for customers.
The brand's mission is to continue to deliver durable, functional and adaptable products at a great value. These products are what enable better travel experiences because they’re built for the real use-cases and problems that customers encounter. eBags works hard to solve these problems upfront so customers can enjoy whatever comes their way.
Positioning
eBags products are the only ones built through deeply considered customer-centered design, with more than 20 years of listening to what customers want and need. Unlike companies that focus merely on aesthetics that make products more expensive and less useful, eBags never sacrifices functionality. Every element and stylish feature of its thoughtfully designed bags has a purpose.
Strong Visual Identity
In need of a more modern and cohesive brand look and feel, we developed a lively color palette to set the tone for the website and marketing materials. The wide range of colors was designed to appeal to a wide audience and should complement supporting photography yet standout enough to grab a viewer’s attention.
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The eBags' brand products are highly organized and therefore it was decided the product photography should leverage interesting elements, lines, and color blocking to create visual organization when possible.
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In order to stand out from a sea of the same, all lifestyle photography should steer clear from the typical travel imagery that faces away from the camera. Instead, the person in the photo should face the camera and capture the sheer joy their eBags' products provide. The intention behind this art direction was to create approachable aesthetics that both humanize the brand and feel inclusive.
Reimagined Product Hang-Tags
Elevating the customer experience at every touchpoint
Updating the existing/old product hang-tags to align with the new visual identity was critical as it would be the first physical touchpoint of the brand experience.
The Goal
Build brand equity and increase customer lifetime value
I worked with the internal Creative Director to create a powerful and eye-catching hang-tag design that could push the brand's personality forward, reinforce the company's values and provide relevant information for how the customer can get the most out of their new bag.
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I translated the vision to the rest of the creative team and brought the brand and product to life by:
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Strategically-leading the photography team
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Writing/editing all of the copy adhering to the new brand voice
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End-to-end creative direction on the graphics and artwork
Successfully Replatforming
Elevating the brand experience through and through
Determined to grow the private label business to a $100M within the next few years, the decision was made to move away from the 3rd party marketplace strategy and instead, devote the full attention towards the new brand strategy.
In just under 4 months, we were able to complete the replatforming project faster than imaginable. I worked with internal and external teams to ensure the migration of the old website was a success. This involved an audit of each page and piece of content to determine what to keep, update or remove. I worked with the development team to ensure all redirects were in place, and that as little SEO juice was lost during the migration.
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I led the front-end migration work ensuring the new look/tone/feel aligned with the vision and the messaging was clear and consistent across all touchpoints.
Before
