Intent
For its audience of busy families, Very is the ultimate digital department store – a treasure trove of everything from AirFryers to Adidas, designed to make the everyday sparkle.
While Very had long offered own-brand fashion, recent years saw more focus on partner brands, leaving its own ranges underused. Meanwhile, own-brand fashion across the market had levelled up, with retailers delivering collections as credible and covetable as the high street’s best. In this climate, Very’s own-brand was a sleeping giant – full of potential but ready for a bold refresh to cement its fashion authority and reconnect with its audience.
Our challenge was clear; from proposition to profile, we needed to create an entirely revitalized brand identity, something that captured the heart of the modern shopper. It needed to be compelling, accessible, with the ability to shake perceptions and drive fandom, winning back the loyalty of customers and igniting growth through its refined brand experience.
The Challenge
Our primary 30 something fashion target didn’t need more fashion options – she needed better ones.
She needed a brand that helped her navigate through the overwhelming volume and relentless pace of fashion. That helped her cut through the sizing surprises and style disappointments that were all too common as she ‘aged out’ of the more trend-led fast fashion Zara’s, River’s and H&M’s. A brand that could deliver great quality and style she could trust at an equally great price point.
The Idea
Our target needed a brand that could ensure she could feel fabulous everyday, easily.
Anchored by the hero concept of Formula V – your Formula for feeling fabulous – we created an identity that celebrated the idea of a self expression through an endlessly combinable collection that itself was built on 3 foundational principles of great style – the combination of timeless, timely and up-to-the minute.
Heroing a new V monogram asset with striking premium aesthetics created to sit across Women’s, Men’s, Kidswear and Home, the visual narrative allowed us to truly showcase the superior product, supporting trend-led fashion without alienating core customers.
The Impact
The Very Collection signals a bold new era for Very’s fashion and home offer. The name creates instant brand linkage while signalling a curated, elevated take on the everyday – helping her feel fabulous, effortlessly. Uniting previously separate own brands under The Very Collection focuses our strength into a single, more powerful identity – one with the intention, style credibility, and refinement to replace the outdated, fragmented feel of former sub-brands, while still offering the variety our customers expect.
The visual identity is built to work hard across all channels and categories – creating stand-out in a crowded market, improving navigation, and laying the foundation for richer storytelling in comms and on-site. Backed by Haus of Flamingo’s bold creative direction and a confident, celebratory tone, it doesn’t just change how the brand looks – it transforms how it feels.
