The new brand direction for Coyuchi creates a distinct visual expression that evokes warmth and spurs desire.
It’s been 30 years since Coyuchi first introduced organic linens into the homes of our friends and neighbors. Today, artistry and creativity continue to run through our veins, along with the drive to make a positive impact on the Earth. With the help from Character – a SF brand agency – Coyuchi was reenvisioned with a refined identity focused on the people and the planet. While Character helped define the new brand voice & look, it was my job to take the work they create it and implement it across the entire company.
In the course of two months, every page on the website was reworked, emails & ads were optimized, and even the little details from the fav icon on social media to the actual design of the posts were redesigned. Together these new elements created a cohesive organic brand that saw an increase in conversion and AOV within the first month.
Team
- Photographer – Kirby Stenger | Matt Sartain
- Digital Tech – Alex Silva | Steph Meyers
- Video Production – Hale Production
- Soft Goods Stylist – Hannah Phal
- Hard Goods Stylist – OMA Creative
- Marketing – Sejal Solanki
- Head of Design – Lindsey Meyer
Areas of Focus
- Branding
- Art Direction
- Responsive Web Design
- Editorial
- Video Production
- Email & Ad Marketing
Art direction played a huge role in the rebrand as Coyuchi wanted a distinct voice in their storytelling through visual mediums, as well as creating differentiation amongst our peers. It was my job to relook at all of our photography and find a better way to capture the texture, drape, and movement of our fibers.
We saw that the new art direction was successful since we started selling old product that Coyuchi has had for seasons simply by updating the photography.
