Minerva: Brand Identity
Minerva is the largest fabric retailer in the UK. A specialist in quality dress fabric, they have quite the USP, but their brand identity didn’t really represent them. That’s where we stepped in to ensure their brand identity was the best dressed in town.
The Brief
WHAT THEY NEEDED
Minerva has over 100,000 items available for sale and offers same day despatch around the world, but their site is actually a lot like a social media platform. Minerva sells their fabric, their users buy and make items of clothing, and then they post pictures of the resulting masterpieces on the site.
This approach means that Minerva has organically built up a massive community, and have found an innovative way of encouraging their customers to do a lot of their promotion.
When they first came to us, they were just looking for a refresh of their brand identity but, ultimately, we demonstrated to them that actually a total redesign was in order!
Initial Investigations
HOW WE APPROACHED IT
The name, Minerva, is taken from the Roman goddess of wisdom, war, art, schools, justice and commerce. A complex and engaging character… but not necessarily the most relevant characteristics to this brand!
As soon as we started to work on the Minerva project, we felt that the link was tenuous and didn’t really represent the core values of what Minerva, the fabric retailer, stands for. We concluded that they needed a new brand identity that didn’t use the goddess’s likeness at all.
The Solution
WHAT WE DID
The core values that Minerva truly stands for are the three C’s: creativity, craft and community.
The love and enjoyment of these values wasn’t really present in their current logo, so we created a bright, bold and versatile new logo for them that served as a visual shorthand for all of their core qualities.
Alongside this, we helped them to realise a whole new brand identity with revamped typography, a refreshed colour palette and a vast suite of interchangeable graphics that enhance and reinforce Minerva’s brand values.
Our Client Successes
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