Deck Towel Brand Launch Case Study
Helping a Luxury Brand Take Bold Steps Forward.
Here’s how it Happened…
DECK TOWEL: ELEVATING A BRAND UNDER NEW OWNERSHIP IN A HIGHLY COMPETITIVE SPACE
Deck Towel, an emerging online retailer of luxury linen towels, bedding, and related home goods, recently transferred to new ownership. To grow market share in a category filled with several established competitors, the new owners realized that the brand needed to effectively stand apart. At the same time, they wanted to leverage its legacy, and maintain the close customer relationships fostered since the brand’s inception. They turned to Delia Associates.
Delia Associates’ solution was a dramatic strategy that redefined the Deck Towel brand in a manner that would resonate with both existing and new clients.
THE BRAND LEADERSHIP SOLUTION™
Through Delia Associates’ proprietary Brand Leadership Solution™, a thorough analysis of the Deck Towel brand, target audiences, and competitive landscape was conducted. From the insights that followed visual and messaging assets were developed, setting Deck Towel apart from competing brands, and establishing a powerful presence in the crowded category.
DISCOVER: THE DECK TOWEL BRAND INSIGHT
A key insight emerged that would define the brand revitalization effort: nobody “owned” the luxury linen space. As an exclusive provider of linen goods only, Deck Towel was in a unique positon to establish leadership in that particular niche.
Next, Deck Towel needed to relay its message with a fresh and highly focused brand strategy that “painted a picture” of a rich lifestyle brand experience to a sophisticated audience: Whether it’s a day in the sun, surf, or sailing, Deck Towel luxury linens elevate the experience, transforming great living into lasting memories.
DEFINE: THE DECK TOWEL MARK AND MESSAGE
THE MARK:
The winning logo mark features a clean, elegant design that aligns with the company’s upmarket positioning. With a nautical flair, the font and three wave graphic hearkens to a shop sign one might see on Main Street Nantucket. The golden fabric wave, with a subtle “nod” to the sun, weaves together the brand name with an air of luxury. Wherever the sun or sea may lead you, Deck Towel is there with you, and part of the journey.
THE BRAND STATEMENT: “That’s Linen. That’s Life.”
With a casual nod to living well, the statement amplifies Deck Towel’s exclusivity in the linen category, with a unique expression that positions the products as synonymous with the luxury lifestyle of its customers.
DEPLOY: A SUCCESSFUL BRAND LAUNCH
Initial brand deployment initiatives included:
- Visual Identity System
- Responsive Website
- Positioning brochure
RESULTS
Immediate positive feedback from the client: “Excellent . . . Really captured what we were looking for!”
The highly successful launch of Deck Towel was driven by Delia Associates’ proprietary Brand Leadership Solution™. This proven process captures the essence of the brand, conveying unique messaging, visual attributes and experience through creative deliverables that target ideal customer personas to drive rapid growth, higher margin, and profitable long term brand relationships.
If you would like to be the next Delia Associates success story, simply call 908-534-9044 and ask for Ed, or fill out the form below for a complementary Brand Scorecard Analysis…
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