Challenge

When Manhattan retailer Gracious Home decided to expand their uptown home-outfitting business to a new flagship store in Chelsea, they realized they needed to upgrade their brand to attract a downtown demographic and to compete with nearby national competitors. Their existing identity was dated, unpolished, and incongruous with their high-end merchandise.

Action

We conducted a comprehensive brand evaluation including customer and employee surveys, competitive analysis and detailed interviews with senior staff. This research gave us valuable insights into the perceptions, and misconceptions of the store’s brand, that resulted in a positioning statement and strategy allowing Gracious Home to better connect with their expanded customer base. We discovered that the store needed a brand that was as sophisticated as their premium products, and as approachable as their friendly staff. Mucca Design created a logo and typographic system that feels both warm and refined; shopping bags carry the new look around the city, and large-scale photo murals welcome customers into the various departments. In addition to an in-store wayfinding system, we created grand opening window signs with creative copy, introducing the store to its new neighborhood.

Results

Gracious Home’s new identity firmly positioned it within its competitive environment, establishing it as a strong brand able to compete with well-known national brands, while retaining its local character and neighborhood flavor. The collateral material and in-store environment communicate a sense of quality and approachability, as well as appeal to a younger clientele.