Branding and Identity Case Study for PopLush Embroidery.
Lead Designer: Jeffrey Opp
Brand Manager: Megan Eckman
Build deep customer-brand relationships that sustain the business so it can provide fans with bold embroidery designs.
People who do some crafts or creative things such as knitting and cross-stitch but are not serious about sewing. This brand has a high percentage of tattooed librarians, body-positive belly dancers, and ex-roller derby players as fans.
For the rebrand, we worked with Lucky Break Consulting and conducted customer research, competitor analysis, and conversational research.
Ongoing research includes:
Surveys, customer interviews, conversational research, website analytics, email metrics, club subscriber stats, and subscription churn analysis.
PopLush Design Guidelines
PopLush Embroidery Website
Email Marketing Templates
Certificate of Achievement
Kit Papers and Instructions
Club Information Flyer
Wholesale line-sheet/ look-book design
The customer-centered design approach to business operations helped drive a 68% repurchase rate. Customers have purchased up to 80 orders for themselves and their loved ones.
43% of our customers trust the brand enough to buy more than one product type.
The average customer purchases five times while the average club subscriber purchases nine times on subscription products alone.
What We Learned
Many customers like to have something to do while watching TV. Others enjoy a tactile pastime in a predominantly digital world. For some, it helps calm their anxiety. Many club subscribers say it is like a gift that they look forward to getting.