At the time ChloeVanPJ approached Dervan Solutions, the logo mark had been developed. The branding team had to take a second look at the logo to assess its appeal across different audience groups. Dervan Solutions identified the need to develop the brand positioning and strategy for ChloeVanPJ organized together in a brand book.
The logo had to be explored to appeal to a unisex audience. Besides the identity, the overall brand strategy to influence business, marketing strategies and communications was looked at.
Excerpt of brand strategy:
ChloeVanPJ provides ready-to-wear and custom outfits, shoes, and accessories for all functions (formal and informal). CVP serves women who drive change and make positive impact across different spheres of life, race, communities, careers, cultures, and lifestyles. The brand is keen to understand the evolving times; design for and style women to break them out of the box to look as they desire. The CVP look is regarded as ‘The look without question’ that outdoors
women as unbounded.