That Lifestyle Co.
A stand-out start-up with a conscience
Category
Lifestyle
Retail
eCommerce
Deliverables
Brand strategy
Visual identity
Brand development
Brand rollout
Packaging
Art direction
Photography
Copywriting
A captivating and compelling brand story. That Lifestyle Co. was born from owner Ana's desire to source, curate and share sustainable products that add beauty and joy to our day-to-day lives, whilst empowering small producers and artisans from around the world. Ana's proposition had us hooked from the get-go, so we set out to develop a brand strategy and visual identity that ensured her heritage, ideology and travels were embedded for all to share.
The brand identity was inspired by the Bower bird, a collector, curator and resourceful creature that encapsulates the TLC brand values. The stunning blue brand marque embodies freedom, fluidity, travel and the eclectic curatorship of the satin bowerbird.
Focusing on people and purpose, we built a brand strategy with a passionate proposition; ‘To make the journey of life beautiful and inspire better’. We created a platform shaped around five brand pillars; ‘Tender Loving Care’ (TLC), ‘Holistic Happiness’, ‘Perfectly Imperfect’, ‘Inimitably Eclectic’ and ‘The Desire for Better’.
We developed an image concept to reinforce the strategy work, focusing on imagery in unexpected or unique pairings.
We collaborated with Ana to ensure That Lifestyle Co. connected with the right customers, those looking to spend wisely on quality, sustainable, products that fit their ethos and wellness-focussed lifestyle. A saturated market where retailers tend to specialise in one sector, the challenge was to present a collective of product categories, under a desirable lifestyle brand that captivated TLC’s audience.
Alongside art direction, we photographed jewellery and packaging in-house to ensure a cohesive image style for all applications, including the online store and TLC’s social channels.
The customer journey and tone of voice were integral for the TLC customer. Every touchpoint needed to reflect the TLC brand, and every product had to earn its place within the company. Each item should have a story to tell and a purpose as rich and fulfilling as the brand itself.
Even the wide variety of materials used for stationery and packaging were considered for their provenance and sustainability, as well as their eclectic aesthetic – from harvested Seaweed to recycled wool fibres… We delivered the TLC brand strategy, visual identity, tone of voice, photography, printed material and packaging, website design and a social start-up package.
