Build one global brand for Vintage Cash Cow and Arcavindi
Make a descriptive word like "vintage" ownable and registrable worldwide
Carry over the brand value built up in the UK
Make people trust us with the whole box
Give marketing a brand that works from TV spot to postage label
The key to forgotten value
We started with the research Vintage Cash Cow already had and built two directions on it. Value or convenience. The team picked value. The brand story is simple. Every box holds value someone forgot about, and Vintage.com is the key that finds it. So the key became the brand mark, sitting in a box. Purple came along from the old VCC brand, so UK customers still recognise it. Illustrations in stained glass, a drop cap for every era, four layers of imagery and a tone of voice that is friendly, pragmatic and easy-going. For the category images the site needs we set up an AI image pipeline in the brand style, so every new category gets its picture without a shoot.
One brand, every channel
Research showed people trusted the service, but how would we transfer ánd increase this trust. The new brand feels more professional and more high-end, and that is where trust starts. Vintage.com now has one recognisable brand that carries a multichannel marketing strategy, where TV play builds the brand and performance converts the customer. From storage to sold, and from garage to prime time.
Next projects.
(2016-25©)
