The Project

We were hired to help Esika revamp the look and feel of their brand to attract a younger clientele whilst also taking into consideration their aging target market. One of our main deliverables was to drive more foot traffic to their physical storefront.

(This project began in late August 2018)

The Challenges

Esika, had a small window of time between when they hired us and their biggest cash day of the year. We had just about two months to complete our task before the Hindu Celebration of Divali, where they made the majority of their sales.

Our Wins

Due to our suggestions and rebrand, Esika was one of the few clothing stores in Trinidad and Tobago that was able to withstand the effects of the pandemic and they continue to thrive with their new store front & growing clientele.

Our Process - Brand Identity

We started our process by revamping Esika’s brand identity, including their logo, to reflect a more modern and stylish approach. We created a color palette that spoke to invoking feelings of royalty and elegance. We felt that the new design would appeal to both a younger clientele and their elders.

The new logo had to be designed in such a way that it could be used for signage and 3D printing, the client had a vision of the storefront’s sign that resembled a wooden carving. We had our designers work alongside the signage & 3D printing company to come up with the final design.

Remodeling

Once the brand identity and logo had been completed, we began to look at the layout of the storefront and the interior design aspect of this project. By doing a simple walk through, our team realised that the main challenges we encountered were lack of visibility, organisation & restricted mobility.

From the exterior, the store windows offered very little visibility due to poor lighting. The interior appeared cluttered, with an overwhelming number of clothing racks that hindered mobility, it was difficult to discern the store’s offerings or create an inviting atmosphere.

We also noticed that the space lacked seating and the dressing rooms felt tight and restrictive.

Another factor we took into consideration when drafting our mockup for the interior design was the overall aesthetics. If we wanted to target a younger clientele, we would have to design a picture friendly store-front, so that potential clients would feel inspired to create content inside the boutique.

LAUNCH

Once the remodel was complete, we partnered with local influencers to do a photoshoot and social media campaign in order to showcase the new space as well as a few of Esika’s ethnic wear pieces. This sparked new interest in the brand and encouraged foot traffic from first time clients. We were also able to entice their existing clientele to visit the newly remodeled location.

Strategic Partners

The partnerships we created with key influencers blossomed and Esika’s still continues to benefit from these influencer’s content creation.

Recommendations:

When we wrapped up this project, we gave our client’s at Esika the following suggestions:

• A physical store launch & fashion runway to promote visibility of their clothing line & garner interest from new clients

• Flash sales on Instagram and tik tok to capture the interests of a younger crowd

• A point of sale system that captures client’s contact information and sends monthly automated emails that updates clients with photos of new stock