Intent
For busy families, Very is the ultimate digital department store – a treasure trove of everything from AirFryers to Adidas, designed to make the everyday sparkle.
Very had long offered own-brand fashion, but focus on partner labels left its ranges underused. Meanwhile, own-brand fashion across the market levelled up, becoming as credible and covetable as the high street’s best. In this climate, Very’s offer was a sleeping giant.
We needed to make Very’s own brand feel fabulous again.
The Challenge
Overwhelmed by the volume and pace of fashion, our target didn’t need another fashion brand – she needed a better one.
From proposition to profile, we needed to create an entirely revitalized brand identity, something that captured the heart of the modern shopper and showed her that fashion could be fun once again.
The Idea
Anchored by Formula V – your formula for feeling fabulous – we built an identity celebrating self-expression through an endlessly combinable collection rooted in three style principles: timeless, timely and up-to-the-minute.
At the heart of the identity sits a new V monogram, a hero monogram supported by a suite of secondary monograms that each capture the feeling, flair and flourish of really great fashion.
Designed with striking premium aesthetics and an contemporary editorial feel this flexible visual system elevates the product, showcases trend-led fashion, and builds credibility without alienating core customers.
The Impact
The Very Collection signals a bold new era. By uniting fragmented sub-brands into one refined identity, it offers curation, style credibility and variety under a single banner.
The design system works hard across channels and categories – creating stand-out, improving navigation, and laying the foundation for richer storytelling. Backed by Haus of Flamingo’s confident creative direction, it doesn’t just change how the brand looks – it transforms how it feels.
