Embracing the loose and freely expressive side of the brand, these elements are closely in touch with the seasonality of fashion and reflect current trends in color, pattern and form.
URBN has been building beloved brands for more than 50 years. With a clear advantage including access to their suite of brands, fulfillment and distribution systems, and a loyal customer base, the new challenge would be to bring the spirit of their physical stores and e-commerce experience into rental. Fuzzco was engaged to build this brand from the ground up, giving their team the foundation and inspiration to launch a new company.
Everyday experimentation
Through a rich discovery phase including workshops, competitor and user research, we saw our customer as someone that wanted to express herself without boundaries. We positioned the brand to celebrate this everyday experimentation and the power of self-expression.
Tagline
“Change your clothes”—a very familiar phrase in a fresh new context that presents itself as a clever and confident call to action. The play on the phrase shows that Nuuly is looking at familiar ideas in a whole new way.
Something new
The name Nuuly alludes to “new” while fitting nicely into their family of brands and the tech-forward approach to shopping. Reinforcing the product experience, the Nuuly logo references the continuous cycle of new clothes and gives room for experimentation and new styles.
Force multiplier–exponent
Nuuly makes clothing accessible in a whole new way. Today, you buy a dress from Anthropologie. It’s the same dress no matter how many times you wear it. That’s how shopping works. Nuuly changes that. Now that one dress is 10, or even 20. It allows you to experiment. It allows your style to change. Nuuly exponentially increases your wardrobe.
Changing with the seasons
Themes of season styles and self-expression extend to seasonal typography and a diverse color palette that is both playful and sophisticated. The type system also encourages ephemeral and contrasting type pairing—bold and chunky vs thin and delicate, extended vs condensed and so on.
Bringing life to Nuuly
We developed an extensive illustration library used across the user experience and marketing. Bringing these to life, we concepted and produced a video introducing how Nuuly works for use across their digital platforms.
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URBN and other partnering brands take on color and fabric elements of the Nuuly brand—a subtle way to integrate them while allowing them to speak for themselves.
Exploration and guidance
Early exploration through art direction, packaging, digital extensions of the brand were used to guide the Nuuly team through their internal, full execution of the photography, e-commerce and website experience, as well as final packaging.