On the occasion of its 10th anniversary, Verychic wanted to reposition itself by rethinking its brand identity from the start.
The brief:
VeryChic was created in April 2011. The company was profitable from the first months. In 2019, it recorded a growth of 12% and a turnover of 91M. It works with 5000 establishments around the world, and has 15M subscribers in total. Yet it remains a little-known brand nationally, despite press coverage.
The brand has therefore addressed a B2B and B2C audience since its inception, being on the one hand the best asset to offer itself a share of dreams for travelers and to be a business partner of formidable efficiency for hoteliers.
Until then, the B2C customer promise is a trinity: “Perfect location, impeccable hospitality, remarkable experience”. It offers a dream destination, a sublime hotel, and an unforgettable stay.
But despite this, the brand has an ambiguous relationship with luxury. On the one hand, it offers a luxury service (exceptional hotels, with additional services included, unlike other travel suppliers). On the other hand, the customer is sensitive to the price, unlike the luxury customer who does not care about it. Here, the customer is not stingy, but smart: he knows that he can optimize his expenses. In a nutshell, the brand’s economic niche is affordable luxury, democratic luxury.
The brand had an assumed eccentric personality that was reflected in its communication. Voluntarily, she avoided the codes of luxury to create more proximity and complicity with her customers. However, the absence of an upstream strategy actually resulted from a fairly wide disparity in expression.
Travel-Insight’s response
To better understand Verychic’s brand positioning on its market and thus increase competitive pressure and differentiate itself, we have implemented a vast rebranding plan with the Brandinsky studio. Actions whose final objective was to make the brand more understandable to the general public by expressing itself with consistency and coherence, but also to create editorial content that will take VeryChic to the next level: from travel supplier to a inspiration of escape, an invitation to travel.
A step-by-step adventure: we first created workshops with all Verychic employees so that they could tell us about Verychic themselves: how they placed themselves on the market, how they saw themselves, how they communicated, etc. …to bring together all the insights to fully understand the brand and define the corporate vision.
Together, we therefore refocused the interests of the brand, redefined the target, created the brand strategy, redefined its convictions on its 3 founding pillars and finally, we redesigned the visual identity by getting closer to its DNA: refined & luxury.
In a few months, we were able to take over all the elements that make it possible to constitute the brand through their brandbook, thus grouping together all the information that composes it. A reference document for internal use, so that employees can get to know Verychic better, and for their customers (B2B) in order to rediscover them. Finally, when creating the new identity, we were able to implement the new brand identity throughout the website. Each page of the site has been redesigned with new typography, new visuals, and a new customer experience (clearer, more readable, more luxurious).
Results ?
A visual identity in response to the aspirations of the brand and the inspiration of its travellers.
