Brand Building | Practice

We built a brand from scratch for Commonry that delivers fashion fit for more

Commonry is fashion’s new middle ground: they're creating a new space that doesn’t force women to be just ‘standard’ or ‘plus’, bridging the gap by offering expertly-designed, foundational fashion in a range of sizes that's fit for more. Launching with sizes 10-22, online and in with two flagship stores & 18 David Jones locations.

What we did:

Brand Naming

Brand Strategy

Research

Brand Messaging

Brand Identity

Category Architecture

Product Naming

Ecommerce Packaging

Retail Packaging

Interior Signage

Campaign Art Direction

Campaign Concepting

E-com Art Direction

Web Design

Web Content

Product Copy

Woven Label System

Swing Tag System

Interior Signage

Video Creative Direction

Ad Concepting

Marketing Content

Content Pillars

Email Design

Social Design

Social Captions

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Tone of voice

We developed messaging and a tone of voice for Commonry that is confident, real, and cuts the fluff. We never talk to women about their size or body: instead we speak to them about our expertise and simply sell them better options. Their body is their business. Fitting it is ours.

Tone of voice brand book | Practice
Commonry newsprint | Practice

Logo development

The Commonry logotype has an interlocking ‘C’ and ‘o’ to reinforce the symbiotic relationship between Commonry, the experts and her: the inspiration. In drawing the logotype, we took extra steps to test optimal sizing and created formats for embroidery and large format to always retain the highest integrity wherever it shows up.

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