PRIVATE WHITE V.C.
Harnessing a Unique Heritage to Create a Future-Facing eCommerce Offer
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.
UPDATING A HERTIAGE 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 touchpoints – from gift packaging to signage. Meanwhile, the colour palette was updated to work on screens as well as garments.
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.
A FOCUS ON STORYTELLING
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.
TESTIMONIAL
"Simon and his team are not only extremely talented and creative, but also very professional and responsive. The result is a website that is beautiful, easy to use, and accomplishes all of our goals. We couldn't be happier with our experience working with Design & Build Co. They understand our business objectives and have worked hard to deliver a product that has helped to drive our growth."
Chief Executive Officer, Private White V.C.
CASE STUDIES
