White + Warren, a cashmere sweater brand was looking to start a cut and sew knit line catered to a younger demographic and one that can expand their business for warmer months and climate regions. Hsiung Creative worked with W+W on the brand and marketing/social strategy, designed each season’s collection and collaborated on all photoshoots and email marketing.

THE CHALLENGE

White + Warren, with a 23 year reputation for high quality knitwear has a strong following. They wanted to continue to speak to their current customer base while capturing a new, younger audience. Working with the same sales and marketing team as W+W, we had to differentiate the brands and make sure they did not cannibalize each other.

THE SOLUTION

RESEARCH: We created numerous mood boards for design direction, customer profiles and lifestyles to differentiate between the two brands. We surveyed potential customers and performed substantial competitor analysis.

REFINE: We created a comprehensive deck that detailed the brand and social strategy as well as brand voice and guidelines. KINLY avatars were created.

REIMAGINE: You can wear knit clothing like wovens and you don’t have to take it off when you come home (COMPOSITION).

INSTAGRAM @KINLYNY