To mark its 10th anniversary, Verychic decided to reposition itself by rethinking its brand identity from the outset.
The brief:
VeryChic was created in April 2011. The company was profitable from the very first months. In 2019, it reports growth of 12% and sales of 91M. It works with 5,000 establishments worldwide, and has 15M subscribers in total. Yet it remains a little-known brand on a national scale, despite press coverage.
From the outset, the brand has been aimed at both B2B and B2C customers, offering travelers a slice of their dreams and making it a highly effective business partner for hoteliers.
Until now, the B2C customer promise has been a trinity: “Perfect location, impeccable hospitality, remarkable experience”. It offers a dream destination, a sublime hotel, and an unforgettable stay.
But despite this, the brand maintains an ambiguous relationship with luxury. On the one hand, it offers a luxury service (exceptional hotels, with extra services included, unlike other travel suppliers). On the other, the customer is price-sensitive, unlike the luxury customer who is not. Here, the customer is not stingy, but smart: he knows he can optimize his spending. In a word, the brand’s economic niche is affordable luxury, democratic luxury.
The brand’s eccentric personality was reflected in its communications. It deliberately avoided the codes of luxury in order to create greater proximity and complicity with its customers. However, the absence of an upstream strategy was actually the result of a rather wide disparity of expression.
Travel-Insight’s answer
To better understand Verychic’s brand positioning in its market and thus increase competitive pressure and differentiation, we implemented an extensive rebranding plan with the Brandinsky studio. The ultimate aim was to make the brand more understandable to the general public by expressing itself with consistency and coherence, but also to create editorial content that would take VeryChic to the next level: from travel supplier to inspirational escape, an invitation to travel.
A step-by-step adventure: first, we set up workshops with all Verychic employees so that they could tell us about Verychic themselves: how they positioned themselves in the market, how they saw themselves, how they communicated etc… to gather all the insights needed to fully understand the brand and define the corporate vision.
Together, we refocused the brand’s interests, redefined its target, created a brand strategy, refocused its convictions on its 3 founding pillars, and finally, we redesigned its visual identity to reflect its DNA: purity & luxury.
In just a few months, we were able to bring together all the elements that make up the brand through their brandbook, bringing together all the information that makes up the brand. A reference document for internal use, so that employees can get to know Verychic better, and for their customers (B2B) to rediscover them. Finally, once the new identity had been created, we were able to implement the new brand identity across the entire website. Every page of the site was redesigned with new typography, new visuals, and a new customer experience (clearer, more legible, more luxurious).
The result?
A visual identity in response to the brand’s aspirations and the inspiration of its travelers.
