B2B CAMPAIGNS & BRAND COMMUNICATIONS
ENVY WIGS | Rebranding
As more and more women discover the role wigs can play in defining themselves, ENVY’s many innovations continue to redefine what’s possible in wigs. Celebrating its 10th anniversary in 2021, this national brand needed a refresh—AND to “own” its leadership position.
A brand assessment and logo/tagline exploratory kicked off not just a new brand identity but a whole new marketing strategy—with a focus on retailer surveys and education, social activations and purpose-driven partnerships.
Below: Old and NEW logo.
Brand assessment (below) focused on FOUR KEY OPPORTUNITIES:
Position ENVY as an “Accessory for Life”—and lay claim to “Innovations for Everyday” message. (Claiming a greater share of the sensitive scalp/hair-loss market.)
Create Thought Leader Persona—and amplify Founder Alan Eaton’s voice as an innovator, trend-watcher, and purpose-driven CEO.
Increase Retailer Engagement by emphasizing education and incentives to create stronger brand advocates.
Leverage Values-Driven Narrative—bringing ENVY’s “Good Hair = Good Work” message to life through multiple activations.
Brand Identity (L to R): Ready-to-wear Synthetic Hair Logo | EnvyHair Human Hair Blend Logo | Brand Mark
From Packaging to Stationary to a NEW Retailer Rewards Program, rebranding gave ENVY a much needed new shine—literally—befitting its leadership position.
NEW Website (envywigs.com) incorporates B/W lifestyle imagery to give brand an editorial feel.
E-commerce Partner’s Promotional Banners
GWP Calendar and E-Mail Marketing Campaign extended brand’s new voice while driving wholesale orders online.
Win-back Post Cards and Emails incentivized lapsed e-commerce partners to revisit ENVY brand.
LOGO Exploratory
Logo had to feel modern, stylish & high-end—while still in keeping with brand that brings beauty to everyday lives (exploratory below).
TAGLINE Exploratory
Lines positioned brand as an “Everyday Accessory” and “Better than Natural Hair”—with client choosing not one but FOUR lines—to be used interchangeably across all consumer touchpoints (exploratory below).
