For over a century, Private White V.C. has been a bastion of British craftsmanship, specialising in quality outerwear since 1853. As one of the few remaining "Made in Britain" brands, it stands as a testament to Manchester's rich textile heritage. Design & Build Co. faced the challenging yet rewarding task of modernising this iconic brand for today's digital age. The mission was multifaceted: preserve the brand's storied history while creating a state-of-the-art eCommerce experience that aligns with 21st-century consumer expectations. The result is a comprehensive transformation that spanned from branding to user experience design on Shopify Plus, culminating in a seamless eCommerce functionality enriched by compelling storytelling elements integrated into meticulously designed social and marketing templates to maintain a consistent and compelling brand message across all platforms.
Recognising that storytelling serves as a conduit for emotional engagement, Design & Build Co. masterfully fused editorial elegance with eCommerce functionality. Our immersive narratives not only educated customers about Private White V.C.'s enduring commitment to quality and heritage but also cultivated a palpable desire for the products. This emotional resonance was complemented by meticulously designed shopping pages optimised for high conversion rates, offering a seamless pathway to purchase. The end result is a symbiosis of compelling storytelling and user-centric design, cultivating a shopping experience where aesthetic and utility harmonise.
Recognising the importance of honouring Private White V.C.'s rich heritage, Design & Build Co. initiated an in-depth archival exploration as the first step in modernising the brand identity. Inspired by the brand's historical elements, we crafted a revitalised logotype that's versatile across all brand touchpoints—from bespoke gift packaging to in-store signage. In the process of shaping a digital-first brand for the 21st century, we also updated the colour palette to maintain coherence both on garments and digital displays. This comprehensive approach included creating contemporary packaging, labels, and swing tags, fully aligning with the brand's new digital direction and modern consumer expectations.
Since the unveiling of Private White V.C.'s revamped Shopify Plus store, the metrics speak volumes about the efficacy of our integrated approach to Branding, User Experience, and eCommerce Strategy. Key performance indicators (KPIs) have demonstrated a remarkable uptick across the board. Notably, User Engagement has skyrocketed, a testament to the compelling storytelling and seamless user experience we've designed. Meanwhile, conversion rates continuosly improved, confirming that our focus on intuitive navigation and user-centric design significantly facilitates the customer's path to purchase.
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