HARNESSING A UNIQUE BRITISH HERITAGE TO CREATE A FUTURE-FACING ECOMMERCE OFFER

PRIVATE WHITE V.C.

Making quality outerwear since 1853, Private White V.C. is one of the last remaining Made in Britain brands, representing a proud Mancunian heritage in cotton and textiles. Design & Build were tasked with preserving this history in a new identity and functionality that would be fit for the 21st century commercial world. This led to a complete top-to-bottom overhaul of the brand identity and digital experience, ensuring frictionless e-commerce functionalities while still creating plenty of moments for storytelling. This identity was then executed at all levels of the brand articulation, from web to social and marketing templates. Design & Build continue to work with Private White V.C. across their creative outputs to retain consistency of message.

Finding the right balance for the new brand

To ensure that the heritage of Private White V.C. was preserved in the identity update, Design & Build started with a deep-dive into the archive. Taking inspiration from the utility of the brand’s historic logo and communications, a new version of the logotype was created for application across all brand touch points – from gift packaging to signage. Meanwhile, the colour palette was updated to work on digital screens as well as physical garments.

Private-White-V.C.-Overview@2x-1

Creating a streamlined and engaging shopping experience

Sleek functionality has to be the primary focus for any successful ecommerce offer, and Design & Build created new shopping pages that maximised conversion. But function cannot come at the expense of form, so editorial-style product imagery was introduced to aid storytelling and drive a deeper brand engagement.

An editorial voice that positions the brand amongst a global menswear elite

Private White V.C. has a passionate community and does much of its sales directly rather than through multi-brand stores, so a strong storytelling voice was needed. Design & Build created a content hub and aesthetic that aligns Private White V.C. with the current vernacular of sartorial elegance, showcasing collaborations with the likes of Mr Porter, Woolmark and Permanent Style. Flexible templates can be adapted for use in long reads, look books or news from the factory floor in Manchester.