In collaboration with the Founder, Head of Design and Head of Marketing a new brand positioning was created – A sense of direction. This was then developed to highlight the East customer’s aesthetic to create more relevant communications. Playing on the strength of the brand’s heritage of working with artisanal crafts and natural fabrics; with an accent on comfort.
A complete rebrand followed across all platforms with a new style for e-commerce and seasonal look books – A season to celebrate the senses. A sense of colour... a sense of purpose... a sense of freedom... a sense of occasion... East, a sense of direction.