Luxury Branding: Reebonz is a Singapore-based ecommerce company offering luxury handbags & fashion accessories. They found early success in flash sales, though in recent years, they have moved beyond that to offer a lot more new services, like “Closets” that allow customers to sell pre-loved items and “Marketplace”, a B2B market place. Tangible helped articulate this broader ambition & offer to customers & partners.
Tangible’s created a beautiful digital interface & also the control tools to ensure consistent implementation across the region (where flash sales happen on a daily basis). Tangible redesigned the Reebonz brand identity together with their Visual & Verbal Core Elements to introduce the expanded Reebonz offer. We also ideated communication initiatives that all regional offices can adopt to ensure activation was consistently ‘on brand’.
Throughout the program, we ensured Reebonz representatives from across the region went on the journey to redefine their brand. Once the brand was developed we conducted a Brand Culture Campfire, together with various departments to streamline a set of 17 principles & series of ‘commandments’ into 3 key values. Apart from the values, we developed an innovation process & overview for an ‘Innovation Lab’ that will help Reebonz manage & prioritise the many ideas they generate (typical of tech start-up) for improving the company & offer.
We translated ‘More from the world of luxury’ into 5 focus areas; More Products, More Personal Services, More Ways to Buy & Sell, More Loyalty Rewards & More Personalized Recommendations. This gave the Reebonz team a clearly defined framework to focus their activities in bringing the brand to life. Tangible also developed the Reebonz Brand Architecture that differentiated a service (Reebonz Atelier) from a sub-brand (Royale by Reebonz) and created a visual system for sub-brands.
Through our ideation programme, Tangible developed a unique ‘POP-UP’ store concept for Reebonz that would ensure the ‘World of Luxury’ was delivered consistently & effectively no matter where, when or at what scale the event occurred around the world.
Visit: Reebonz
