Naming, Brand Identity, Strategy & Website Design

Olurra is a premium online fashion boutique who now sells luxury brands such as Gucci & Louis Vuitton due to their trustworthy presence and impeccable customer service. This project was developed as part of our Brand Accelerator Launchpad Program.

Brief

The business's original branding and positioning had generated 0 sales in the first 18 months of business. This left the company getting no return on their marketing spend and all investments up until that point. When Clementine House were approached to help find a solution, the diagnosis seemed simple. The business was positioned as a discount store selling luxury goods, which was likely suggesting to customers that the good are not authentic and genuine.

Approach

The solution was to rename the business and rebrand, whilst repositioning the company as a boutique to buy highly desirable luxury goods at prices that are impossible to resist. We develop the name Olurra, focusing on communicating the alluring nature of the luxury products the business sells. We also redesigned the brand's website, focusing on using objective driven UX design to gently guide customers to making a purchase or signing up to our email list so they can buy later when they are more familiar with the brand.

Result

The brand now stocks leading luxury brands such as Gucci, Dior & Louis Vuitton and is now successfully selling multiple units every day, often struggling to keep up with demand. The new website has became a digital asset which not only drives sales and acts as the brands best sales person, but it also makes the business easier to manage and scale. The new branding has been warmly welcomed by vendors and customers, helping the brand to become a well known reseller of luxury products throughout Canada & the United States.

Olurra is a online boutique selling luxury brands in Canada & the United States. This project was developed as part of our Brand Accelerator Launchpad Programâ„¢.

Learn more about this project

Clementine House was asked to help rebrand the brand after the business had struggled to generate sales under their original name 'The Closet Junky'. With no sales, the brand needed to be realigned with the core objectives the brand had set for the year. We explained that the current name, website, branding and strategy was not converting customers because the business was positioned as a discount store selling luxury goods. This gave the impression that the goods were fake or not authentic, therefore giving customers doubts that they would receive original luxury goods.

After discussing a range of options with Tina (Olurra's founder) we decided to explore the direction of the brand being the website everyone visited because they sell the alluring and desirable luxury goods that everyone wants. This sparked a new approach which focused on positioning the company as a luxury reseller / boutique which could offer customers the latest luxury goods at great prices. We developed a new name for the brand, a fresh and refined brand identity, managed art direction, built a new website from scratch on Shopify and also implemented some complimentary tools and software to help Olurra grow into the luxury brand we all knew it has the potential to become.

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