Insight:
Weddings are big business, with total U.S. spending reaching $70–80 billion annually. Drawing on decades of experience supplying linen rentals for large corporate events, GBS Linens recognized an opportunity to break into the upscale, luxury market—offering premium linens for high-end, fashion-forward weddings and other lavish occasions.
CLIENT
Zaffre Fine Linens
SERVICES
Brand Strategy
Brand Positioning and Messaging
Naming
Brand Identity
Website Design
Vehicle Branding
Idea:
We began with thorough market research to clearly identify the audiences and personas for this new niche, which turned out to be luxury designers and event planners rather than consumers. Armed with these insights, we developed an entirely new brand that embodied a luxurious, elevated aesthetic—complete with a new name, logo, and brand identity. We also demonstrated how the brand would extend to branded assets and website design.
Impact:
We were able to proactively identify and address barriers to entry in a new luxury event market. The new brand positioning distinguished Zaffre Fine Linens from typical linen rental companies by clearly communicating an elevated, upscale offering. A comprehensive brand book laid the foundation for the website and other marketing communications, ensuring consistency and impact.
Let's Get to Work
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