JUL 1, 2021 - POPPY

INTRODUCTION

POPPY is a next-gen fashion brand that leverages cutting-edge technology and the latest fabric innovations to create designs that empower individuals to express themselves boldly and unapologetically. Designed in NYC, POPPY’s mission is to resonate with those who embrace individuality and seek to stand out in a crowd. However, to successfully connect with Gen Z and Gen Alpha, the brand needed a distinctive identity that blends nostalgic retro vibes with a hip, modern twist. LABELESS was tasked with crafting a brand identity that not only captures this unique aesthetic but also speaks directly to the values and desires of these younger demographics.

CHALLENGES

The design team at POPPY aspired to create a brand that feels both nostalgic and cutting-edge—an identity that could bridge the gap between retro influences and contemporary coolness. Their goal was to appeal to Gen Z and Gen Alpha, two audiences known for their discerning tastes and strong values. The challenge lay in blending these seemingly divergent elements into a cohesive brand that would resonate deeply with these digitally savvy and socially conscious consumers.

LABELESS METHOD (Solution)

At LABELESS, we believe that a powerful brand starts with a well-defined DNA. Our approach to POPPY’s branding began with the creation of a distinctive brand character—one that embodies the duality of nostalgia and modernity. We conducted in-depth research into the target audience, including focus groups, to understand their cultural touchpoints, preferences, and values. This research informed every aspect of the brand’s DNA, ensuring it aligned with the core identity of Gen Z and Gen Alpha.

Once the brand DNA was established, we moved on to crafting the look and feel of the brand. This included developing a visual identity that marries retro elements with a fresh, vibrant aesthetic. We paid close attention to the details—color palettes were carefully selected to evoke both warmth and energy, while fonts and logos were designed to be both timeless and trendy.

Finally, we focused on creating a brand experience that would be unforgettable in the e-commerce space. From the online shopping interface to the packaging and customer service touchpoints, every element was designed to reinforce POPPY’s brand identity and ensure a seamless, engaging experience for the consumer. This holistic approach ensured that POPPY’s brand would not only stand out in a crowded market but also build a loyal following among its target audience.

IMPACT

LABELESS successfully created a brand for POPPY that is both trendy and deeply connected to the values of its audience. The new brand identity resonates with Gen Z and Gen Alpha, offering them a blend of nostalgia and modernity that feels authentic and relevant. POPPY’s refreshed branding now serves as a powerful tool for engaging these younger consumers, helping the brand carve out a unique space in the competitive e-commerce landscape for fashion.