Minuet Petite Case Study



Kaliko is part of Style Group Brands, a British fashion house specialising in womenswear across nine brands designed to serve a diverse set of fashion needs. Although each brand is unique,  the common denominator remains the same amongst each of them: expert tailoring, quality fabrics, and elegant styles to ensure confidence for every occasion.


Under the leadership of CEO Teresa Tideman, the brand expressed an interest in re-establishing its fashion cred as a feminine, modern brand catering to women and their every need. In order to deliver the revamp that Jacques Vert so desired, I was hired to rebrand and refresh all 9 brands in the group’s portfolio.


Throughout the rebranding process, I considered how each brand’s new identity would be experienced in a retail setting, resulting in new packaging (including swing tags and labels) for each. To expand upon each brand’s physical presence, I also developed a new digital presence across all nine brands’ new websites. Finally, as the new brands were preparing to go to market, I provided creative direction for each of the brand’s Spring/Summer 2014 campaigns.


In the year following all nine rebrands in the Style Group Brands’ portfolio, the company saw a 60% increase in web sales and a 10% increase in overall sales. The web design I helped deliver across the portfolio later earned a Draper’s Digital Award for Best Redesign or Relaunch in 2015, when a tabbed experience was added to organise each site under one central navigation.