Deck Towel Brand Launch Case Study

April 29, 2016 8:36 pm

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:

dt-logo1

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.”

thats-linen

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

DT-full

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…


About The Author

Delia Team
We specialize in b2b, supporting the clients who are the "The Brands Behind the Brands." These are the supply chain partners of brands, either in Tier 1 or Tier 2 positions, who drive value through the delivery of goods, services and technologies. We enjoy blogging about all things related to Branding, Marketing, Inbound, Tradeshows, etc... And we're always happy to talk about any ideas you may have that might Get You To Your NEXT!