The Cachelle brand name and logomark symbol was developed to launch a new fashion retail line for Reitman’s Canada. The strategy, positioning and creative was all aligned to reinforce the products key selling proposition. The Cachelle symbol mimics the real woolmark symbol, yet the line is entirely made of acrylic blend. The warm and stylish images in nature settings, product label identifier and the statement “Naturally Fashionable” were all combined to create a sense of comfort in purchasing a product that appears all naturally made, when in fact the product is not. A product label was attached to all garments associated with this new line reinforcing the value statement. Bus, subway and fashion publications were used as mediums to carry the advertisement and create stronger public recognition in a cohesive package.

The combination of stronger brand recognition and effective use of the advertising creative across diverse media proved successful for the product launch. The company’s sales for the Cachelle line grew significantly within the Fall and Winter sales period.


Visual Identity Guidelines / Advertising / Creative / Photography